Despite Recession, Startup Hispanic Endeavors Grow

From Vidaysalud to Zubi Shop, Internet Investment Continues

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NEW YORK ( -- Despite the tough economy, new U.S. Hispanic ventures keep opening, and established agencies are raiding general-market shops to build up expertise in areas the Hispanic market still lacks, such as digital.

Tatiana Pages, a planner and one of five siblings from the Pages family that runs the Dominican Republic's top agency Pages BBDO, has opened her own New York agency along with Creative Director John Castrillion. The agency, Greencard Creative, is aimed at American Latinos.

Ms. Pages was at BBDO until early this year as a group planning director-Hispanic. She worked with U.S. and Latin American offices, and clients like Gallo and Campbell's, to identify U.S. Hispanic opportunities.

Coming from the media side, Halim Trujillo, who started Mindshare's multicultural unit after client-side jobs in Mexico, is opening Creacion, a Chicago agency looking for niches such as general-market agencies in need of Hispanic expertise and Mexican companies targeting the U.S. Hispanic market (

Carl Kravetz, who ran his own Hispanic agency in Los Angeles and chaired the Association of Hispanic Advertising Agencies, has started a science-based Spanish-language health site with his wife, a doctor known for her Doctora Aliza radio show. Advertisers include Clorox (

On the digital front, Hispanic entrepreneur Rosa Alonso is re-launching her English-language site, with the tagline "The American Experience. The Latino Point of View." Among established agencies, Zubi Advertising is reorganizing its media department this month under new VP-Media Integration Xavier Mantilla, formerly Starcom MediaVest's regional director for multiplatform initiatives in Latin America. Earlier this year, Lopez Negrete Communications hired its first director of interactive media, Steward Severino.

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