• September 5, 2003

MARC USA has tapped Miami-based ad execs Tony Nieves and Armando Hernandez to launch MARCA Hispanic LLC, a full-service Hispanic marketing firm. Nieves will serve as the new company's president, while Hernandez will be executive vice president and chief creative officer.

"Hispanic advertising is no longer an afterthought to clients," Nieves said in a press release. "Budgets are growing to levels where they are demanding more creativity and accountability."

Nieves most recently worked for Ogilvy & Mather, where he oversaw Terra Networks' Hispanic business. Hernandez was senior vice president/creative director at Young & Rubicam Miami, the company's regional headquarters for Latin America.

With six offices and billings of more than $400 million, MARC USA is the country's fifth-largest independently owned ad agency. Clients include Procter & Gamble, Rite Aid and True Value.