Howard, Merrell & Partners, a strategic branding and advertising firm, recently expanded its services with the formation of a Hispanic Marketing Group. The Group will focus on the development and execution of advertising, direct mail, public relations and social media marketing specifically targeted at the Hispanic market.
Portada talked to Jim Cobb, president and CEO of Howard, Merrell & Partners, for more details on the newly formed group:
Portada: What accounts are you already working with?
Jim Cobb: Several existing clients in the agriculture, textile and recreation industries who have business in Latin America have expressed an interest in expanding campaigns created by the agency into the region.
Is there any client working with HM&P (your cl ient list includesCisco, Colonial Bank, Georgia-Pacific and Hewlett-Packard) going to target the Hispanic market with your new Hispanic Marketing Group?
J.C.: We have campaigns/activities in the works, but unfortunately we’re not at liberty to discuss them until after they’ve launched.
Could you give me some details about the future plans? Is Latin-America on the horizon?
J.C.: Marketing in Latin America is definitely in our future. We have a number of clients who currently do business in the region and we are primed to service their marketing needs in those areas.
Considering the recession and the growth of the Hispanic market, what strategy are you going to implement?
J.C.: Howard, Merrell & Partners’ Hispanic Marketing Group will operate from our existing office in Raleigh, N.C. We believe the real power of the group lies in its ability to seamlessly address the Hispanic market segment when integrated brand campaigns are being developed. This allows Hispanic companies seeking to introduce brands into the US to reap the benefits of a much larger agency support team for their initiatives—including internal development and management of Hispanic websites, customer research, market research, video production, etc.
Tell us about the group of people that will be leading this new initiative
J.C.: Our team is fully equipped to strategically extend campaigns we develop, so they speak to the Hispanic market in their language and appeal to each region’s unique sensibilities.
Jim Stevens-Arce, vice president/director Hispanic Marketing, will lead the efforts of the Group. Rounding out the bilingual team are Elizabeth Romero, account supervisor, Public Relations and Hispanic Marketing, Sarah Findle, account coordinator, Social Media and Hispanic Marketing. Additionally, Becca Liberman, media planner/buyer, Interactive Specialist, who has considerable experience in media buying for the Hispanic market.