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Hispanic ad agencies plan to take their case to the top ranks of marketers, trying to convince them that those agencies-rather than general-market shops-are the best way to reach the growing Hispanic population.

"We need to target the CEOs and leading executives," said Horacio Gomes, president-chief creative officer, HeadQuarters Advertising, a $17 million Hispanic shop based in San Francisco. Mr. Gomes hosted the 33-member Association of Hispanic Advertising Agencies' recent semiannual meeting.


Some Hispanic agency executives complained that too many senior corporate executives rely on subordinates to guide marketing initiatives. "Oftentimes, you go to a midlevel manager who's not interested in the [Hispanic] market," Mr. Gomes said.

AHAA is creating a strategic communications plan to be presented at its meeting in February. The campaign likely will include newsletters, print advertising and face-to-face meetings designed to target executives who can decide to steer dollars toward the Hispanic market, said Aida Levitan, exec VP, Sanchez & Levitan, Coral Gables, Fla.

The new push will expand on an ad created for AHAA by La Agencia de Orci, Los

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