Two Hispanic firms partner with global agencies: VoxProfero, LatinPointe-The Lippin Group

Interesting news in the Latin Marketing Services Sector The strengthening of digital capabilities and general market-Hispanic market integration seem to be a driver for M&A and new strategic alliances.

On one hand, global Digital agency Profero, just announced that it has invested in the Vox Collective, to build a new digital centric agency targeting the U.S. Hispanic and Latin American markets. On the other hand, Hispanic agency LatinPoint Brands is partnering with The Lippin Group.


Profero, an independent global communications agency, announced a strategic investment in New York-based, Latino-focused advertising and content agency the vox collective. As part of this investment the vox collective becomes Vox Profero (, an independent digital-centric agency part of the Profero network. Financial terms of the deal were not disclosed.

The vox collective co-founders, Roberto Ramos and Susan Jaramillo, will lead the new entity as president and chief creative officer, respectively. Vox Profero will continue to offer its clients fully integrated advertising and marketing services, with expanded digital capabilities that will marry Vox’s Hispanic and Latin American insights with Profero’s global digital and social marketing strengths. “We are thrilled to welcome Vox to Profero,” said Profero co-founder and Global CEO, Wayne Arnold. “This partnership keeps us on track to achieve our strategic goals in 2012 by accelerating our growth in the Americas, and by allowing us to offer our clients digital solutions to reach the growing and influential Latino markets.”

“The new Vox Profero boldly deepens our digital capabilities, allowing us to bring existing and future clients campaigns, content, and assets to digitally-savvy Latinos around the world,” said Mr. Ramos. “Partnering with Profero also brings us into a global arena where Latino culture continues to set trends, allowing our team to collaborate in shaping crossover campaigns.”  Profero’s brands include Diageo, HTC, Lufthansa, MINI, and Unilever, Vonage, and Western Union. A 650 + team works out of Beijing, Benelux, Dubai, Hamburg, London, Milan, Munich, New York, Paris, Shanghai, Seoul, Singapore, Sydney, Tokyo and Zurich. Vox Profero is a digital-centric advertising and marketing agency part of the Profero network, with a focus on the Hispanic and Latin American markets. Vox Profero provides integrated marketing solutions, campaigns and assets for leading clients including General Motors, Macy’s, PepsiCo, and Vonage.

LatinPoint Brands and The Lippin Group

LatinPointe Brands, a  company specializing in building, connecting and creating high-profile brands in the Hispanic market, and The Lippin Group, a strategic communications companies serving the entertainment and media worlds, have formed an alliance to develop, implement and execute marketing campaigns for corporate clients focused on the Hispanic marketplace, announced David Chavez, CEO and Sarah Ruiz Chavez, president, respectively, of LatinPointe and Dick Lippin, chairman and chief executive of The Lippin Group. “Our success is based on our knowledge of the Latino culture and our ability to translate that know-how into impactful initiatives.” “With the increase in population and purchasing power of the Hispanic community, many companies should be asking, 'How do I most effectively reach this important group?’ We have the combined experience and relationships to connect brands with the diverse Hispanic population, especially in the areas of entertainment, travel, lifestyle, sports and digital media,” said Mr. Lippin.

LatinPointe, is a Hispanic, minority business, whose core work is in branded content, signature program development, event marketing platforms, strategic relationship building and cause campaigns. The Lippin Group, with wholly-owned and operated offices in Los Angeles, New York and London, represents many of the most prominent entertainment and media companies, leading global trade associations, major events, corporate sponsors and brands associated with a wide range of consumer product categories.

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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.


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