The Hispanic population has finally become the largest minority population in the United States, and as such, the advertising market for it has become wide open. According to a recent study, the advertising growth within the Hispanic population is expected to exceed that of the general market by 2010.
With a buying power that's projected to grow to more than $1 trillion by 2011 according to an estimate by the Selig Center for Economic Growth at the University of Georgia, the Latino market continues to attract advertisers.
The Hispanic Fact Pack published annually by Advertising Age (AdAge) states that, of the top 50 Hispanic ad agencies, 29 experienced double-digit growth in 2006 and more than half of the top 50 Hispanic marketers boosted their ad spending by double-digit amounts. Automotive advertising continued to be the biggest category, followed by retail and telecommunications.
More than 90 percent of respondents to a survey conducted by the Association of Hispanic Advertising Agencies (AHAA) assessing trends and influential factors in U.S. Hispanic advertising over the past decade indicated that they anticipated corporate ad spending targeting Latinos to increase in 2007 and more than 30 percent predicted budget growth of more than 10 percent.
While the Fourth Estate may have the power to inform, ad agencies have the power to package information to benefit their client's image as well as effectively reach the Latino consumer. That kind of power certainly deserves notice and recognition, so this month we've compiled our first annual list of the top 25 Latinos in advertising, recognizing the top 15 Latino agencies as well as the top tell advertisers in the Latino market. Although there are far many more, this list unquestionably includes the most important players of this highly profitable and ever growing industry.
THE AD AGENCIES'S TOP PLAYERS
01 RAY ARBIZU
President & CEO
Location: Phoenix, Arizona
Company: Arvizu Advertising and Promotions
With more than fifteen years of experience, Ray Arvizu, president and CEO of Arvizu Advertising and Promotions, has been at the forefront of Hispanic marketing efforts for Fortune 500 companies and small businesses alike.
Both in Atlanta, where he founded his company in 1991 and in his native Phoenix, where he relocated in 1994, Arvizu leveraged his innovative approach to advertising despite encountering limited advertising budgets. The company opened a second office two years ago in Denver.
Arvizu is pursuing opportunities in bilingual as well as Spanish-language markets for its clients. Gross billing increased to $103 million in 2007. The company is 100-percent Hispanic-owned and its client list includes: Qwest Communications, the Arizona Diamond-backs, Colorado Ski USA, Wells Fargo, Food City Grocery Stores (A Bashas' company), McDonald's (Phoenix Co-op), and the Girl Scouts Pine Council.
Deeply committed to growing the community, especially Hispanic-owned businesses, Arvizu formed the Arvizu Charities and Arvizu Scholarship Fund and is credited with pioneering the formation of the Association of Hispanic Advertising Agencies.
02 JACKIE BIRD
President & CEO
Location: New York, New York
Independently managed by Latinos, Winglatino is a partner company of the Grey Group, a WPP company.
President and CEO Jackie Bird has worked for the Grey Group, the parent company, for the past 20 years, in the U.S. and Puerto Rico. Prior to that, she worked as marketing manager at RJ Reynolds Tobacco Company and Procter & Gamble in Puerto Rico. She joined Winglatino, New York in 2000 and over the past six years has seen a marked growth in client development and new acquisitions. Bird is also chairwoman of AHAA.
Focused on the Latino market, Winglatino practices a multidimensional, intellectual approach. It's headquartered in New York, but has satellite offices in Los Angeles and Miami.
With services that encompass strategic planning, broadcast and print production, and media planning and buying, Winglatino's clients include: Dulcolax, British Petroleum, ARCO, Lilly, Goya, P&G, Clairol, Cover Girl, Downey, Time Warner Cable, and U.S. Bank.
03 ERNEST BROMLEY
Chairman & CEO
Location: San Antonio, Texas
Company: Bromley Communications
Ad icon Lionel Sosa founded the agency in 1981. Bramley, its current chairman & CEO, joined shortly thereafter. Bromley Communications remains Hispanic-owned (51 percent by Ernest Bromley).
Considered a co-founder of the agency, As CEO Bramley was instrumental in developing the agency's research and Hispanic marketing approach known as "AIG" (Acculturation Influence Groups). This principle of segmenting the Hispanic consumer into levels of language and cultural comfort zones is widely utilized by the industry
Prior to joining the agency, Ernest taught economics at the University of Texas at San Antonio. He has a bachelor of arts in political science and a master in business administration from the University of Texas at San Antonio.
Agency clients include: AstraZeneca, Procter & Gamble, Burger King, The Payless Shoe Source, Coors, General Mills, and Nestle USA.
With a strong sense of philanthropy, the company encourages its employees to support the Muscular Dystrophy Association, American Diabetes Association, Susan G. Komen Race for the Cure, as well as holiday gift giving to different needy organizations.
04 DAISY EXPOSITO-ULLA
Chairman & CEO
Location: New York, New York
Company: d exposito & partners
Described as "a media agnostic agency," d exposito & Partners utilizes a fresh business model to help clients win Hispanic consumers and optimize return on investment. Led by industry icon Daisy Exposito-Ulla, chairman and CEO, the agency is an independent, minority and woman-owned Hispanic marketing solutions firm providing in-language, in-culture, and English-language communications programs.
The founder and former chairman and CEO of The Bravo Group, Exposito-Ulla oversees work for clients such as the McDonald's Restaurants of the New York Tri-State Area, Mazda, Bud Light, Novartis Consumer Health, NYC & Company, Kare Distribution and The Philharmonic Orchestra of the Americas.
Her partners are Gloria Constanza, Fernando Fernandez, Mary C. Miqueli, John Ross, and her husband Jorge Ulla.
Gross billings in 2007 grew to $28 million, an impressive number for a recently created venture. The agency plans to win clients in categories currently not represented on their roster, including new entrants to Hispanic marketing, digital, new media and non-traditional channels.
The agency also supports many Latino community and advocacy groups.
05 MONICA GADSBY
Chief Executive Officer
Location: Chicago, Illinois
Company: SMG Multicultural/Tapestry
In March of last year, Publicis Groupe announced a restructuring that split up SMG's multicultural media operations into two distinct units: Starcom's Tapestry; and MediaVest's Forty-Two Degrees.
Although the company is not Hispanic-owned, Tapestry founder and CEO Monica Gadsby is a native of Brazil and Fluent in four languages. She started her career in 1987 with Leo Burnett and eventually became a founding member of the Leo Burnett Hispanic unit.
Years later, Gadsby established Starcom Hispanic, which grew to become the country's leading Hispanic media agency and then evolved into SMG Multicultural.
Gross billing in 2007 of $530 Million (combined value for SMG Multicultural constituents Tapestry and MV42), represented a 20 percent increase.