News Column

Billings Bonanza

December 2001

The vast majority of the Top 25 Hispanic ad agencies enjoyed a successful year. And most expect 2002 to be even better.

View the Top 25 Hispanic Ad Agencies

The Bravo Group, whose gross billings are projected to reach $260 million this year, is the nation’s top Hispanic advertising agency, according to new rankings compiled by HispanTelligence®, the research division of HISPANIC BUSINESS.

“I attribute The Bravo Group’s success to one primary factor: work. That, complemented by commitment to an industry and a community, wrapped up with passion, creativity, and entrepreneurship,” says Daisy Expósito-Ulla, Bravo’s president and chief creative officer and immediate past president and parliamentarian of the Association of Hispanic Advertising Agencies.

The New York–based agency, whose clients include Philip Morris USA, The New York Times, and Banco Popular, posted gross billings of $236.69 million last year.



Top 25 Billing Breakdown

Expenditures by Medium




2001 billings ($M)

Percent of total billings

TV

$1,133.54



56.8%

Radio

$382.75



19.2%

Print

$188.71



9.5%

Internet

$41.03



2.1%

Other

$249.40



12.5%

Total

$1,995.43



100%

Expenditures by Service


2001 billings ($M)



Percent of total billings

Creative/production

$646.62



32.4%

Media buying

$378.16



19.0%

Strategic planning

$354.83



17.8%

Promotions/events

$183.97



9.2%

Public relations

$118.82



6.0%

Research

$68.50



3.4%

Web site

$40.23



2.0%

Translation services

$32.07



1.6%

Budgeting/finance

$31.49



1.6%

Other

$140.74



7.1%

Totals

$1,995.43



100%

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