Reaching the Gatekeepers of Hispanic Households

Launching Pad: Redbean Society

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NEW YORK ( -- Jackie Bird, a high-profile U.S. Hispanic-ad-agency exec for the past 20 years, is returning to the industry with an agency called Redbean Society that will target Latinas.

Jackie Bird
Jackie Bird
Ms. Bird, a native of Puerto Rico, was president-CEO of Winglatino, Grey Advertising's U.S. Hispanic agency, until 2008. Her new agency is opening in partnership with a U.S. subsidiary of De La Cruz & Asociados, a large independent Puerto Rican agency that will provide administrative and other support to help Redbean keep overhead low. Separately, Rene Juan De La Cruz will join Redbean as director of ideas and innovation.

"Latina women hold the key to the buying power in Hispanic households, estimated at $870 billion now and at $1.3 trillion in 2013," Ms. Bird said.

Although Redbean will have only a few full-time employees, she said she plans to hire a director of insights. "Our focus will be on strategy and creating ideas, and stewardship of our clients' brands," said Ms. Bird. "We can deliver execution for clients, but there's a huge amount of talent out there not holding full-time jobs, so it's a good opportunity to tap into external resources."

Redbean Society opens with two small clients, Chocolate Cortez, a maker of bars for making hot chocolate sold mostly in grocery stores in Latino neighborhoods, and Tavern Direct, an online store that sells products under the name of the well-known New York restaurant Tavern on the Green. Ms. Bird said Tavern Direct was created as a philanthropic business to generate funding for the National Center of Missing and Exploited Children.

There's growing interest in helping marketers target Latinas. Meredith Hispanic Ventures and Telemundo, the Spanish-language TV network owned by NBC Universal, are taking a study and video ethnographies under the name "What Latinas Want" to advertisers to help them better understand Hispanic women.

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