CMS Partners Has Accounts From Novartis, Cerveza Tesoro

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NEW YORK ( -- A group of veterans from the Bravo Group, one of the first major U.S. Hispanic agencies that is now undergoing a major shakeup, has opened a Hispanic agency in New York called CMS Partners.
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The agency was started by Gloria Constanza, Bravo’s senior vice president and director of media services for many years, and Fernando Fernandez, an account director who was most recently senior vice president and general manager of tiny Bravo multicultural sibling Mosaica, along with half dozen other former Bravo staffers.

New chairman-CEO
Major change started at WPP Group-owned Bravo when longtime Chairman-CEO Daisy Exposito-Ulla resigned last November and Gary Bassell, president of Miami-based La Comunidad, one of the hottest young U.S. Hispanic agencies, was brought in to replace her in January 2005. Since then, Mr. Bassell has been building a new team at Bravo, for many years the largest Hispanic shop and now No. 2 to Publicis Groupe’s Bromley Communications, San Antonio.

The Hispanic agency community has been waiting for Ms. Exposito-Ulla, who is still a high-profile attendee at Hispanic industry events and is unhampered by noncompete restrictions except on hiring Bravo employees, to start her next venture.

Two clients
CMS is the first new agency to be started by ex-Bravo employees, and the shop, based in New York’s Flatiron neighborhood, boasts two clients. The agency said it was awarded its first assignment from Novartis Consumer Health Division in a pitch against two other agencies. The agency also claims an assignment from Puerto Rican brewer Cerveceria India to do a viral marketing, advertising and public relations campaign in both the U.S. Hispanic and the general market for its Cerveza Tesoro beer brand.

Other CMS staff, all ex-Bravo, include Catalina Saldarriaga, Bravo’s former vice president and director of human resources; Lonnie Limon, who managed Bravo’s McDonald’s Corp. local tri-state account; Veronica Payan-Gonzalez, who will handle strategic media planning and buying; Angelica Alaniz, who will also work on media programs for clients; Yehudit Mam, a former Bravo creative director; and Nancy Valencia.

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