LOS ANGELES -- John Echeveste, founding partner of Hispanic public relations firm VPE Tradigital Communications, has announced his retirement from the agency to assume a new position as CEO of LA Plaza de Cultura y Artes in Los Angeles.
Patricia Pérez will continue to lead the agency as managing partner.
"I've had an extraordinary opportunity over the last 26 years to work with a talented group of staff members, clients and colleagues who all share the common commitment to serve the Latino community in a meaningful and respectful way," Mr. Echeveste said.
VPE has staff in Los Angeles and New York, and a client roster that includes Verizon, Disney and the Museum of Latin American Art in Long Beach.
"I'm excited to continue providing our clients the same quality service they've come to expect from our agency, except that now it will be provided by a woman-owned business," Ms. Pérez said.
La Plaza has found "an excellent CEO" in Mr. Echeveste, she added.
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