Cingular Wireless is launching a new marketing initiative to strengthen its reach to Hispanics in the U.S. To spearhead the initiative, Cingular has named Hendrik Schouten to the position of director
of Hispanic marketing and has also signed two marketing agencies, Mendoza Dillon and Relay Sponsorship and Event Marketing, to help it broaden and deepen its relationship with Hispanics. Schouten, who
joined Cingular in January, is responsible for the management and strategic direction of marketing and new-business development activities targeted to Hispanics in the U.S.