News Column

Top 20 Independent Hispanic Advertising Agencies

December 2006, HISPANIC BUSINESS Magazine
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1. The Vidal Partnership Ownership: 100% Hispanic New York, N.Y. (212) 867-5185 Year founded: 1991 No. of employees: 200 2006 Gross billings: $275 million 2005 Gross billings: $250 million CEO: Manny Vidal Clients: Cadbury Adams U.S., Century 21, DirecTV, Heineken USA, The Home Depot, Mastercard, Nissan NA, Sprint, Wendy's 2. Zubi Advertising Services, Inc. Ownership: 100% Hispanic Coral Gables, Fla. (305) 448-9824 Year founded: 1976 No. of employees: 125 2006 Gross billings: $175 million 2005 Gross billings: $168 million CEO: Tere Zubizarreta Clients: American Airlines, Florida Lottery, Ford Motor Company, Olive Garden Restaurants, Progressive Direct Insurance, J.M. Smucker Co., S.C. Johnson & Sons, Washington Mutual Banks, Winn Dixie Stores 3. Arvizu Advertising & Promotions Ownership: 100% Hispanic Phoenix, Ariz. (602) 279-4669 Year founded: 1991 No. of employees: 70 2006 Gross billings: $93.80 million 2005 Gross billings: $80.10 million CEO: Ray Arvizu Clients: Bashas/FoodCity, Qwest Communications, American Express, McDonald's 4. Grupo Gallegos Ownership: Majority Hispanic Long Beach, Calif. (562) 256-3600 Year founded: 2001 No. of employees: 54 2006 Gross billings: $80 million 2005 Gross billings: $67 million CEO: John Gallegos Clients: Comcast, Bally Total Fitness, Tecate, Fruit of the Loom, Energizer 5. The San Jose Group Ownership: 100% Hispanic Chicago, Ill. (312) 565-7000 Year founded: 1981 No. of employees: 54 2006 Gross billings: $55.50 million 2005 Gross billings: $49.23 million CEO: George San Jose Clients: American Trans Air, IL Tourism, Knouse Foods, Grupo Herdez/Hormel, Hormel Foods, Exelon, Abbott Labs 6. al Punto Advertising Inc. Ownership: 100% Hispanic Tustin, Calif. (714) 544-0888 Year founded: 1994 No. of employees: 46 2006 Gross billings: $55.00 million 2005 Gross billings: $52.00 million President: Eduardo Bottger Clients: KIA Motors America, Intercontinental Hotel Group, Universal Studios, Clearwire, Farmer John, Heinz 7. la comunidad Ownership: 100% Hispanic Miami, Fla. (305) 865-9600 Year founded: 2001 No. of employees: 25 2006 Gross billings: $54.00 million 2005 Gross billings: $46.00 million CEO: Jose Molla Clients: Remy Martin, Best Buy, Subway, Virgin Mobile, Miller Genuine Draft 8. Acento Ownership: 100% Hispanic Los Angeles, Calif. (310) 943-8300 Year founded: 1983 No. of employees: 37 2006 Gross billings: $51 million 2005 Gross billings: $45 million CEO: Benito Martinez-Creel Clients: 21st Century Auto Insurance, Albertson's/Sav-On, Staples, Cacique USA, California State Anti-Tobacco Services, ConocoPhillips, Epson, Jewel-Osco, Novamex 9. CreativeOndemanD Ownership: 100% Hispanic Coral Gables, Fla. (305) 529-6464 Year founded: 1997 No. of employees: 22 2006 Gross billings: $50 million 2005 Gross billings: $38 million CEO: Daniel Marrero/Priscilla Cortizas Clients: Volkswagen of America, Miller Lite, Regions Bank 10. Machado Garcia-Serra, LLC Ownership: 100% Hispanic Coral Gables, Fla. (305) 444-4647 Year founded: 2004 No. of employees: 58 2006 Gross billings: $44 million 2005 Gross billings: $41.07 million CEO: Manuel E. Machado Clients: FPL, Publix Supermarkets, Southeast Toyota, Extenda, Bapco


On average, $1.01 billion, or 85.93 percent, of the total billings are spent on Spanish-language ads. Companies on the listing report an increase in overall billings from $1.05 billion in 2005 to $1.18 billion in 2006, an increase of 11.86 percent. Some other things worth noticing include the continuing climb of the Internet as a medium for advertising (up from 2.15 percent of overall expenditures in 2004 to 5.84 percent in 2006) and the steady decline in the share of TV advertising (down to 48.22 percent in '06 from 61.88 percent in '04), although TV remains by and far the largest overall medium for these agencies. Also, the percentage of revenues from ads in Spanish has declined since 2002, where it stood at 94.8 percent, to 2006, where it is now down to 85.93 percent, although that represents an increase from 2005 where it was at 81 percent. Please note: The comparisons are between 20 independent agencies this year (for the first time), compared to 25 agencies, which included both independents and subsidiaries, previously. CHARTS: 2006 Advertising Expenditures


11. La Gente de RLR Ownership: 55% Hispanic Pasadena, Calif. (626) 440-0321 Year founded: 1989 No. of employees: 27 2006 Gross billings: $42 million 2005 Gross billings: $39 million Principal: Ralph Lacher Clients: Verizon Wireless, Liverpool Dept. Stores/Mexico, Sit n' Sleep Mattress Superstores 12. Viva Partnership Ownership: 100% Hispanic Miami, Fla. (305) 576-6007 Year founded: 1997 No. of employees: 21 2006 Gross billings: $37 million 2005 Gross billings: $34 million CEO: Linda Lane Gonzalez Clients: Verizon Wireless, Tire Kingdom, NTB, BJ's Wholesale Clubs, Eagle Brand Foods, QVC, MATT organization 13. Creative Civilization An Aguilar/Girard Agency Ownership: 100% Hispanic San Antonio, Texas (210) 227-1999 Year founded: 1999 No. of employees: 32 2006 Gross billings: $36.50 million 2005 Gross billings: $33 million CEO: Al Aguilar Clients: Texas Department of Transportation, Hearst Newspapers-San Antonio Express-News, H-E-B Grocery, San Antonio Spurs, CPS Energy 14. Anita Santiago Advertising, Inc. Ownership: 100% Hispanic Santa Monica, Calif. (310) 396-8846 Year founded: 1987 No. of employees: 24 2006 Gross billings: $25 million 2005 Gross billings: $22.80 million CEO: Anita Santiago Clients: Wells Fargo, IKEA, See's Candies Inc., PacifiCare Health System 15. Ole Ownership: 100% Hispanic New York, N.Y. (212) 465-3222 Year founded: 2003 No. of employees: 20 2006 Gross billings: $24 million 2005 Gross billings: $20.34 million CEO: Javier Escobedo Clients: Targets Stores, GE Consumer Finance, Vilore Foods, Alen Americas 16. Garcia 360 Ownership: 100% Hispanic San Antonio, Texas (210) 222-1591 Year founded: 1998 No. of employees: 20 2006 Gross billings: $20 million 2005 Gross billings: $21 million CEO: Luis Garcia Clients: Audi/Volkswagen, Fannie Mae, Las Vegas CVB, CDC, New York Life, McNeil Pharmaceutical 17. HispanicWorks Ownership: 5% Hispanic New York, N.Y. (212) 252-8800 Year founded: 2002 No. of employees: 25 2006 Gross billings: $16.40 million 2005 Gross billings: $12.30 million CEO: William Ortiz Clients: Cablevision, Citizens/Charter One Bank, Verizon Wireless, Ortho McNeil, HBO Latino 18. Creative Mindworks Corp. Ownership: 100% Hispanic Miami Lakes, Fla. (305) 820-0690 Year founded: 1998 No. of employees: 37 2006 Gross billings: $15 million 2005 Gross billings: $9.50 million President/CEO: Lizette Fernandez & Alejandro Fernandez, Jr. Clients: Prestige Building Partners, GREC Conversions, BHI Corp. 19. Interlex/Joven Ownership: 100% Hispanic San Antonio, Texas (210) 930-3339 Year founded: 1995 No. of employees: 15 2006 Gross billings: $15 million 2004 Gross billings: $12 million CEO/President: Rudy Ruiz/Heather Ruiz Clients: Texas Department of State Health Services, U.S. Department of Homeland Security, American Cancer Society, Valero Energy, Wyndham Hotel Group 20. Revolucion Ownership: Hispanic New York, N.Y. (212) 229-0700 Year Founded: 2000 No. of employees: 15 2006 Gross billings: $14.50 million 2005 Gross billings: $10.40 million CEO/President: Federico L. Mejer & Alberto R. Rodriguez Clients: Santa Rita Wine, Lancers Wine, Fortuna, Finesse Hair Care Products, Latina Magazine, Palm Bay Imports, The Little Clinic, Commerce Bank *Lopez Negrete Communications, based in Houston, had $150 million in gross billings for 2006. This information was not submitted prior to publication deadlines.



Source: HISPANIC BUSINESS Magazine and Hispanicbusiness.com, Copyright (c) 2006 All Rights Reserved.


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