Teresa A. Zubizarreta, Founder of Zubi Advertising, Dies

Started One of the Leading Hispanic Ad Agencies in U.S.

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NEW YORK (AdAge.com) -- Teresa A. Zubizarreta, one of the pioneers of U.S. Hispanic advertising, died yesterday after a long battle with cancer. Ms. Zubizarreta, 69, was the founder of one of the leading independent Hispanic ad agencies, Zubi Advertising in Coral Gables, Fla.
Teresa Zubizarreta
Teresa Zubizarreta

She and her family fled Cuba in 1960 and settled in Miami. She opened the doors of Zubi Advertising in 1976 with a borrowed typewriter and helped forge a deeper interest and understanding of the Hispanic market that eventually led to a greater focus and increased ad spending by marketers to reach Latino consumers.

Family operation
Ms. Zubizarreta, better known in the industry as Tere, or even Mama Zubi, served for many years as the president-CEO of the agency, which she ran with her close-knit family. Her son, Joe Zubizarreta, is the agency's chief operating officer, and daughter Michelle is chief administrative officer.

Zubi Advertising is one of the three largest independent Hispanic agencies, with billings of close to $200 million, and ranks No. 7 overall. The agency's clients include Ford Motor Co. and Lincoln Mercury, American Airlines, Washington Mutual and SC Johnson.

One of the best-loved figures in the Hispanic ad industry, Ms. Zubizarreta was very active in the business and Latin communities. She is survived by her husband, Octavio, and Joe and Michelle.
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