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Thirty-two of the nation's largest Hispanic-owned and -oriented ad agencies are on their way to incorporating the first Hispanic ad association.

Following a conference call late last month among eight ad hoc committee members of the new Association of Hispanic Advertising Agencies, the group has elected an 11-member board and agreed to incorporate in Texas with headquarters in Dallas, said AHAA President Hector Orci, who is president of La Agencia de Orci & Asociados, Los Angeles.

At a teleconference last week, 10 board members confirmed that invoices for the $2,000 initiation fee were mailed to 41 agencies represented at a May meeting in Dallas, Mr. Orci said. The group will hold its next teleconference July 10, in preparation for a meeting in Dallas later that month.

The agency group's mandate will be to promote Hispanic marketing, especially among marketers and general ad agencies that believe English-language advertising, or translated English campaigns, can reach U.S. Hispanics as effectively and less expensively than dedicated Spanish-language efforts, executives said.


The need is strong also because national organizations, including the American Association of Advertising Agencies and the American Advertising Federation, have few internal committees for Hispanic groups.

"As four or five reasonable sized Hispanic shops in the Four A's, we're a very small voice," said Ernest Bromley, chairman of Sosa, Bromley, Aguilar, Noble & Associates, San Antonio. "Most people believe there's a genuine need for advocacy of the industry." Mr. Bromley is media relations chair of the Hispanic group.

Hispanic and general market agencies hoping to join the AHAA must have more than half of total agency billings deriving from the Hispanic market.

Other officers include president-elect, Ana Maria Fernandez Haar, president of IAC Advertising, Miami; treasurer, Tony Dieste, partner at Dieste & Partners, Dallas; and secretary, Tory Syvrud, president of Siboney USA, Dallas.

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