News Column

Ad Spending Heats Up

December 2002, HISPANIC BUSINESS Magazine

View the MEDIA MARKETS REPORT

Hispanic advertising expenditures rebounded sharply this year after tapering off in 2001. Ad spending in the Hispanic market is expected to grow about 11 percent, compared to just 4 percent last year.

Hispanic ad expenditures are expected to reach $2.46 billion this year, up from $2.22 billion in 2001. Procter & Gamble is again the market’s top spender. The consumer products giant is projected to spend almost $70 million on Hispanic advertising.

"The Census data and other demographic figures point to the fact that this is a key marketplace. That’s a compelling message for companies," says Daisy Expósito-Ulla, chairman and CEO of The Bravo Group, by way of explaining the market’s renewed vibrancy.

Bravo is again the nation’s top Hispanic advertising agency. The New York–based firm expects to post 2002 gross billings of $270 million. View our Top 25 Billing Survey

Top 25 Hispanic Ad Agencies

THE BRAVO GROUP
New York, NY
(212) 780-5800
Ownership: Young & Rubicam
CEO: Daisy Expósito-Ulla
Year founded: 1980
No. of employees: 220
2002 gross billings ($M): $270.00
2001 gross billings ($M): $246.26
Clients: Philip Morris USA, AT&T, Blockbuster Video, Ford Lincoln Mercury, Wyeth

BROMLEY COMMUNICATIONS
San Antonio, TX
(210) 244-2126
Ownership: 49% owned by Publicis/51% Hispanic-owned
CEO: Ernest Bromley
Year founded: 1981
No. of employees: 120
2002 gross billings ($M): $184.00
2001 gross billings ($M): $176.00
Clients: Procter & Gamble, Burger King, Continental Airlines, Payless

DIESTE HARMEL & PARTNERS
Dallas, TX
(214) 800-3500
Ownership: Omnicom
CEOs: Tony Dieste and Warren Harmel
Year founded: 1995
No. of employees: 115
2002 gross billings ($M): $159.00
2001 gross billings ($M): $145.09
Clients: Pepsi-Cola, Frito-Lay, Hyundai, Clorox, HBO

LÁPIZ
Chicago, IL
(312) 220-5959
Ownership: Bcom3
CEO: Dolores A. Kunda
Year founded: 1987
No. of employees: 28
2002 gross billings ($M): $135.00
2001 gross billings ($M): $130.00
Clients: Coke, Tecate, Kellogg’s, Wrigley, Toys R Us, Disney, McDonald’s

CASANOVA PENDRILL INC.
Irvine, CA
(949) 474-5001
Ownership: Interpublic Group of Companies/ 51% Hispanic-owned
CEO: Paul Casanova
Year founded: 1984
No. of employees: 60
2002 gross billings ($M): $120.00
2001 gross billings ($M): $90.00
Clients: General Mills, Johnson & Johnson, General Motors, Home Depot

ZUBI ADVERTISING
Coral Gables, FL
(305) 448-9824
Ownership: Independent/100% Hispanic-owned
CEO: Teresa A. Zubizarreta
Year founded: 1976
No. of employees: 86
2002 gross billings ($M): $106.00
2000 gross billings ($M): $77.24
Clients: Ford, SC Johnson, American Airlines

WING LATINO GROUP
New York, NY
(212) 500-9401
Ownership: Grey Global Group
CEO: Jacqueline L. Bird
Year founded: 1937
No. of employees: 114
2002 gross billings ($M): $96.79
2001 gross billings ($M): $76.88
Clients: Procter & Gamble, Panasonic, Slimfast

THE VIDAL PARTNERSHIP
New York, NY
(212) 867-5185
Ownership: Independent/100% Hispanic-owned
CEO: Manny Vidal
Year founded: 1991
No. of employees: 70
2002 gross billings ($M): $90.00
2001 gross billings ($M): $70.10
Clients: Wendy’s, Schering-Plough, MasterCard

MENDOZA, DILLON & ASOCIADOS
Aliso Viejo, CA
(949) 330-6700
Ownership: WPP Group PLC
CEO: Ingrid O. Smart
Year founded: 1979
No. of employees: 60
2002 gross billings ($M): $89.00
2001 gross billings ($M): $90.00
Clients: Kia Motors America, Sears, Kraft

PUBLICIS SANCHEZ & LEVITAN LLC
Miami, FL
(305) 858-9495
Ownership: Publicis Groupe/Miami office is 51% Hispanic-owned
CEO: Aida Levitan
Year founded: 1986
No. of employees: 80
2002 gross billings ($M): $87.00
2001 gross billings ($M): $80.00
Clients: BellSouth, Nescafé, Pennzoil-Quaker State, Chivas Regal, Juicy Juice

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