Los Angeles, June 8—Rogers & Associates, one of the West Coast’s largest public relations firms, has formed a Latino strategies group and named four-year agency veteran Valarie De La Garza as head of the nine-member Latino communications team.

De La Garza, a vice president with experience in both consumer and social marketing, spearheaded the development of a Latino practice for the firm, working with clients including Albertson’s, AT&T Wireless Services, the California Office of AIDS, the California Children and Families Commission, and Health Net.
Prior to joining Rogers & Associates four years ago, De La Garza was ethnic marketing manager with Seven Up/RC Bottling.