John A. de Armas announced that he will be leaving his post of VP of WorldDirect for DIRECTV, Inc, HispanicAd reports. .De Armas was responsible for the management of US Hispanic and the foreign-language services available on DIRECTV including programming acquisition and marketing. A replacement has not been named as of yet.
DIRECTV is one of the largest advertisers in the Hispanic market. In fact, it was the 18th largest Advertiser in the Hispanic market in 2008, with a measured advertising expenditure of $78.3 million. In addition, it was the number one advertiser in the Spanish-language Spot TV category, according to TNS Media Intelligence.
DIRECTV advertising has a strong direct response component. DMG Solutions, a Miami based agency specialized in direct response, buys Hispanic media for DirecTV. To read our recent feature story on "Marcelo Salup on Best Practices in DR Advertising, click here.