Rauxa Direct announced the introduction of its Hispanic brand, "Rauxa Roja." It was developed to serve the ever-increasing client demand to communicate with and influence the growing Hispanic population.

Houston based advertising agency Lopez Negrete Communications recently launched a Hispanic direct marketing unit.

"With outstanding data-driven strategies and relevant creative, we will capitalize on each stage of the Hispanic customer lifecycle at every level of acculturation," said Jill Gwaltney, CEO of Rauxa direct.

"This is an audience hungry for communication," said Gwaltney. "Only seven percent of today's direct mail targets Hispanics. Of that group, 72 percent of prospects read direct mail, 66 percent respond to offers and 30 percent say they would like more. Those numbers inspired us to fill a segment need and create a client opportunity."

Rauxa Roja, or Rauxa Red in English, will be led by Jonathan Hernandez. Jonathan joins Rauxa Roja with over 13 years experience in marketing to Hispanics, and has worked with several well-known agencies and clients. Jonathan and the Rauxa Roja team will continue the Rauxa tradition of delivering the right offer to the right person at the right time, with direct marketing that is relevant to the needs of the audience such as: strategic planning, database marketing, creative development, production and interactive.

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Portada Staff

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