The essence: Publicis Groupe merged Miami-based Publicis Sanchez & Levitan into Bromley Communications, San Antonio, Texas, in February 2004, challenging WPP Group-owned Bravo Group, previously the biggest U.S. Hispanic agency, for the top slot.
Net growth: The merger accounted for most of Bromley Communications' 41% billings growth in 2004, but the agency also won Circuit City's business in January-one of the year's coveted accounts as big-box retailers stampede into the Latino market. Bromley also broke the consumer electronics marketer's first-ever Hispanic campaign in October. Mars, a conflict with Publicis Sanchez & Levitan's Nestle business, was resigned.
Management: Chairman-CEO Ernest Bromley smoothly managed the transition that essentially made Publicis Sanchez & Levitan into Bromley's Miami office and integrated 14 accounts from that agency. Bromley created the new post of chief operating officer for highly regarded VP-Director of Media Jessica Pantinini.
Creative quality and effectiveness: For its biggest clients, Procter & Gamble Co. and Burger King, Bromley consistently does P&G's most creative Hispanic work, and this year created Burger King's first English-language spots targeting Hispanics. Bromley made news with "Guey," a controversial spot for Coors Brewing Co.'s Coors Light that resembled a Hispanic version of Anheuser-Busch Co.'s classic "Whassup" campaign but tossed around the word guey, which is Mexican slang for "dude" but also has a more pejorative meaning.