MIAMI, May 1—Burson-Marsteller has created a dedicated U.S. Hispanic practice and named 14-year agency veteran Jorge Ortega to lead the new unit, based in the firm’s Miami office. Ortega was recently named one of the most influential Hispanics in America by Hispanic Business magazine.
“Our clients are dedicating programs and budgets to reach this increasingly important segment of the U.S. population and therefore we must have best-in-class resources to help them develop communications strategies, “ says B-M chief executive Chris Komisarjevsky. “Today’s acculturation and assimilation of Latinos in this country demands for companies to communicate specially to them.”
Komisarjevsky pointed to the fact that 25 percent of companies surveyed by the Association of National Advertisers at a recent meeting indicated having a dedicated multicultural marketing initiative.
Ortega will coordinate executives from various specialty practices and offices throughout the U.S. to develop customized campaigns that speak to the more than 35 million Hispanic Americans in their own language and culture. The practice will have staff in Los Angeles, New York, Miami, Chicago, Austin, San Francisco and Washington, D.C., and San Juan.
In recent years, Burson-Marsteller has developed and implemented campaigns for clients such as the 2nd Annual Latin Grammy Awards, Similac, Colgate, UNICEF, Sears, Lincoln-Mercury and Barnes & Noble. Last month the firm helped launch Xtremo, Gatorade’s new product targeting Hispanics. The Miami office also handles public relations for Terra-Lycos, one of the most popular Internet brands among Latinos, as well as the Miller Brewing Company.