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Papel Media Looks Beyond Print [2-A]

Mexico City based Trainor Publicidad and Chicago based Papel Media Network have formed Kreativa, a full service Hispanic advertising agency with a strong grassroots approach.


Trainor Publicidad and Papel Media Network plan to combine the Hispanic print media expertise of Papel Media with the creative know-how of Trainor Publicidad. Trainor Publicidad is led by Jackie Trainor and Papel Media by John Trainor (Jackie's brother). John Trainor, president and CEO of Papel Media, one of a number of Spanish-language print media reps in the U.S., says they have been looking for ways to build on their existing relationships with Hispanic publications across the country. “We developed Kreativa as a way to expand into grassroots advertising, so that we will be able to handle any efforts our clients are interested
in doing at the community level – events, concerts, etc.”

Trainor says that TV and radio ad placements could be part of the media mix. “We don't want to compete
with our agency clients, so if we do radio or TV ad placements it would only be for the grassroots portion
of a campaign.”

Some of Papel's clients include ad agencies like Lopez Negrete (manager of the Bank of America account),
large companies like McDonald's and many Consumer Packaged Goods companies. Trainor would not reveal the names of clients that they are currently negotiating deals with, but said that they are in discussions with a couple of “major players” and that he would be ready to make an announcement within the next two months. Trainor also denied rumors that Papel Media had gained ad sales representation services for the New York Times' Latin America edition, saying that although the company is considering other markets,
it is too soon to give details regarding Papel Media's presence in Latin America.

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