It’s a clear trend. The market for Hispanic Direct Response is growing substantially. Mercury Media, a Santa Monica, California based direct response media agency, is opening a Hispanic Direct Response unit, DM News reports.

The new unit will provide account planning and campaign management services for Hispanic clients, while Mercury Media will handle analytics, media management and tracking for the Hispanic campaigns. Mercury En Español will introduce campaigns that include online, phone and mobile advertising components as well, Miyares said.

Existing Mercury clients started crossing over to the Hispanic market in 2008, when the company first ventured into the arena, Miyares said. The agency's client roster, which has grown from two to twelve, includes Conair, InStyler, Safeway Insurance, Magic Bullet and Youthology.

The new practice has two dedicated employees and the company expects to add three to five additional people in the next year, said Marcelino Miyares, Jr., director of Mercury En Español.
At least six more clients, including existing Mercury clients, are expected to test the Spanish-language advertising realm in the second half of this year, Miyares said.
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