Mindshare Interactive Campaigns announced the launch of Redes (networks in Spanish), a full-service interactive group focused on the U.S. Hispanic market.
Mindshare buys media targeting Hispanics for several Fortune 500 companies including Sears, IBM, Amex and Unilever.
Redes is spearheaded by Oscar Padilla, formerly of Blackboard Inc., Hitachi Consulting and Bixler Inc. The agency is based in Washington, D.C., with offices in Austin, Boston, Los Angeles and Raleigh, N.C., "Mindshare was considering forming this division since last year … and it came from a strong interest among existing Mindshare's clients," Padilla says.
Redes, which currently employs five people in Washington D.C., "has gained significant client interest," says Padilla, but is not yet working on any specific project.