Agencies Bow 2 New Hispanic Digital Services

If any trend has more upside than digital marketing and Hispanic marketing, it would have to be the intersection of those two disciplines. The huge potential is reflected in the number of agencies unveiling new divisions and products dedicated to Hispanic digital marketing, including two new launches this week alone.

IPG’s Mediabrands has launched a new U.S. unit called Reprise Media, based in Miami, which will provide digital marketing services including search marketing and optimization, social media optimization, and digital production services to IPG’s clients in the Latin American and U.S. Hispanic markets.

The new unit will be headed by Osvaldo Pavez, who will also continue in his current position as digital director for Universal McCann Latin America.
The Miami division is the first branch of Reprise Media located in the U.S., joining offices in Chile, Argentina, Colombia and Uruguay, all established since 2011. Reprise’s roster of clients already includes Microsoft, MasterCard, and Sony Pictures, among others.

Also this week, Interpret -- a Los Angeles-based market research and measurement firm -- announced the launch of a new syndicated measurement service, New Media Measure Hispanic. Based on their New Media Measure service, New Media Measure will track adoption and usage patterns for new technology, entertainment and media among U.S. Hispanics, paying particular attention to the diversity of the U.S. Hispanic population, including factors like country of origin, generation and time spent in country, and language preference -- all of which may impact consumption habits.

Leading New Media Measure Hispanic is veteran Hispanic market researcher Diego Rodriguez, who previously created several Hispanic online panels and also founded the multicultural group at OTX, now Ipsos.

Last month, Orci, a Hispanic ad agency founded in 1986, officially announced the launch of COR, a new agency targeting the “new general market,” meaning the U.S. as it moves into an increasingly multicultural midcentury. COR was created by Andrew Orci in partnership with Rich Colby, formerly of Colby & Partners, with Andrew serving as CEO and Colby serving as president and creative director.

Previously, Orci worked with clients including Honda, Pepsi-Cola, and Disney, while Colby’s client roster has included Disney, Suzuki, and California Avocados.



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