La Agencia recently opened an office in Chicago to service Allstate and develop its client roster. The agency also spun off a separate PR business.
What's new: Norma sees the makeup of the Chicago Hispanic community as a microcosm of the U.S. Latino market. Hector believes there is a need for Hispanic agency services in Chicago, where the agency will prospect for new clients.
Trend: Hispanic consumers are feeling very confident. As a result, they will be active voters, says Ms. Orci (86% of Hispanic citizens intend to vote in 2000, according to the People En Espanol Hispanic Opinion Tracker 2000). Also, Spanish has come out of the barrio and become a language of consequence.
Myth: The belief that Hispanics will assimilate and lose their culture, Ms. Orci says.