Agency News: Olavarrieta, Escobedo to launch OLE

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One of the most-awarded U.S. Hispanic creative directors, Paco Olavarrieta, is opening a Hispanic agency in New York called OLE with Javier Escobedo, 37, a former international marketer who was most recently VP-marketing at Univision Online. Mr. Olavarrieta, 42, was chief creative director at Vidal Partnership, New York, for the last three years.

Deciding that as an agency name Olavarrieta Escobedo would be virtually unpronounceable, the partners combined their first initials to form the word OLE.

"Ole is an expression we use [in Spanish] when we see something ... done with energy and enthusiasm and passion," Mr. Olavarrieta said.

OLE's first client could break new ground in introducing products aimed solely at the 13% of the U.S. population that is Latino. Toy retailers will decide this month whether to stock a Mexican board game called "Adal Ramones en Inguesulandia," a cross between Trivial Pursuit and Pictionary and the best-selling toy in Mexico last Christmas, Mr. Escobedo said.

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