The partnership meshes WING Latino Group's Hispanic marketing communications expertise with MediaCom's media buying skills to provide specialised Hispanic media buying services. MediaCom and WING are both Grey-owned companies.
MediaComLatino will be led by co-directors Jose Aybar, vice-president and managing director at WING Latino Group, and Maria Cueva, vice-president and director of joint ventures at MediaCom. Jackie Bird, president and CEO of WING Latino group, and Jon Mandel, co-CEO and chief negotiating officer of MediaCom, will serve as strategic and operational directors of the new venture.
The agency is launched as the US Hispanic population is considered too large to be considered a niche market any longer.
According to Mandel: "Our goal is to level the playing field. Hispanics currently represent 13% of the total US population and $581bn (£358bn) of consumer buying clout, but companies are investing less than 3.2% of their advertising budgets to target Hispanics, undeniably missing a huge opportunity."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
