The board of Publicitas Promotion Network recently approved LHM, Leading Hispanic Media, as the name for its new Hispanic advertising sales agency (see “Publicitas Latin America moves into U.S. Hispanic market,” page 9, Portadatm No. 7, January-February 2004). LHM will have its headquarters in Miami and will report to Publicitas Latin America. LHM will also leverage off Publicitas North America, an ad-sales network with 14 offices in the U.S., whose clients include the Dallas Morning News, The San Francisco Chronicle, the Canadian Globe and Mail and The New York Times in Mexico and Hawaii.
According to Grace Palacios, president/CEO of Charney Palacios & Co., a Miami based subsidiary of Publicitas Latin America, LHM will develop a multimedia approach to U.S. Hispanic advertising sales. “Traditionally our core business has been print media, but in the Hispanic market we might work with other media too.”