News Column

2005 Top 25 Hispanic Ad Agencies

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Nowhere is the interface between English- and Spanish-language advertising more an issue than in the agency business. In 2002, 94.8 percent of billings reported by the Hispanic Business Top Hispanic Ad Agencies were for Spanish-language services. This year, the proportion has dropped to 81 percent.

A 2003 presentation by Aida Levitan, then-president of the Association of Hispanic Advertising Agencies, concluded that "AHAA agencies need to keep adapting and delivering solutions in the new environment. Crossover work (culturally relevant English advertising) is a great example of how AHAA agencies continue to deliver solutions to the market."

Also, shifts in the relationship between general market and Hispanic market agencies have changed the entire structure of the industry. A few years ago, many of the largest agencies were independently owned by Hispanic entrepreneurs. Today a number have been acquired by international conglomerates going for a slice of an expanding market.

Owing to these acquisitions – plus limitations on divulging financial information imposed by the Sarbanes-Oxley law – some of the biggest agencies in the Hispanic market no longer appear among the Top 25 Hispanic Advertising Agencies list due to their failure to provide necessary data. Another structural change, which has diluted the numbers, is a trend involving the creation of multicultural agencies (rather than Hispanic-market-specific ones).

Notably, even with the dilution, the total billings of the Top Hispanic Agencies list jumped a full 15 percent this year, from $1.276 billion in 2004 to $1.467 billion.

Two Lists That Together Spell Expanding Opportunity
But to give a more complete picture of U.S. Hispanic ad billings size and growth, we provide two lists this year: The Top 25 Hispanic Advertising Agencies directory, and information on the activities of large agencies included in previous directories that didn't provide 2005 data.

2005 Top 25 Hispanic Ad Agencies
Ranked by gross reported billings, in ($) millions

1» Tapestry, The Multicultural Division of
Starcom MediaVest Group

Chicago, IL
(312) 220-6262
Ownership: Starcom MediaVest Group
Year founded: 1987
No. of employees: 60
2005 gross billings: $382.0 million
2004 gross billings: $364.0 million
CEO: Monica M. Gadsby
Clients: Coca-Cola, Disney, Kraft, Masterfoods, Miller, P&G

2» Zubi Advertising Services
Coral Gables, FL
(305) 448-9824
Ownership: Independent/100% Hispanic-owned
Year founded: 1979
No. of employees: 112
2005 gross billings: $170.0 million
2004 gross billings: $160.0 million
CEO: Teresa A. Zubizarreta
Clients: American Airlines, Florida Lottery, Ford Motor Co., GenWorth, MasterFoods (M&M, Mars), Olive Garden Restaurants, J.M. Smuckers Co., S.C. Johnson, Wachovia, Winn Dixie

3» Lopez Negrete Communications
Houston, TX
(713) 877-8777
Ownership: Independent/51%
Hispanic-owned
Year founded: 1985
No. of employees: 115
2005 gross billings: $135.0 million
2004 gross billings: $110.0 million
CEO: Alex Lopez Negrete
Clients: Wal-Mart Stores, Bank of America, Tyson Foods, Visa USA, Azteca Milling, Reliant Energy, MicroSoft, Shell Oil

4» The Cartel Group
San Antonio, TX
(210) 696-1099
Ownership: Independent/100%
Hispanic-owned
Year founded: 1990
No. of employees: 65
2005 gross billings: $92.0 million
2004 gross billings: $87.0 million
CEO: Victoria V. Negrete
Clients: U.S. Army, Church's Chicken, Dr. Pepper

5» Arvizu Advertising & Promotions
Phoenix, AZ
(602) 279-4669
Ownership: Independent/100%
Hispanic-owned
Year founded: 1991
No. of employees: 63
2005 gross billings: $84.0 million
2004 gross billings: $69.5 million
CEO: Ray Arvizu
Clients: Bashas/FoodCity, Qwest Communications, MasterCard, McDonald's

6» la comunidad
Miami Beach, FL
(305) 865-9600
Ownership: Independent/100%
Hispanic-owned
Year founded: 2000
No. of employees: 55
2005 gross billings: $80.0 million
2004 gross billings: $75.0 million
CEO: Jose Molla
Clients: Citibank, Best Buy, Volkswagon Argentina, Subway, Virgin Mobile, Perry Ellis, Disney Channel, Red Bull (Argentina), Rolling Stone, MTV/VH1

7» Castells & Asociados Advertising
Los Angeles, CA
(213) 688-7250
Ownership: Independent/30%
Hispanic-owned
Year founded: 1998
No. of employees: 50
2005 gross billings: $57.0 million
2004 gross billings: $55.0 million
CEO: Liz Castells
Clients: Safeway/Vons/Dominick's, HealthNet, McDonald's, Toyota, Time Warner Cable, Las Vegas CVA, GMAC Mortgage

8» The San Jose Group
Chicago, IL
(312) 565-7000
Ownership: Independent/100%
Hispanic-owned
Year founded: 1981
No. of employees: 53
2005 gross billings: $50.5 million
2004 gross billings: $43.8 million
CEO: George L. San Jose
Clients: American Trans Air, National Pork Board, Grupo Herdez/Hormel, Hormel Foods, Glaxosmithkline, Exelon

9» LatinWorks
Austin, TX
(512) 479-6200
Ownership: Independent/100%
Hispanic-owned
Year founded: 1998
No. of employees: 40
2005 gross billings: $46.0 million
2004 gross billings: $42.4 million
CEO: Manny Flores
Clients: Anheuser-Busch, U.S. Cellular, ConAgra, ESPN Deportes, NetSpend, The Gillette Company

10» Acento Advertising
Los Angeles, CA
(310) 943-8300
Ownership: Independent/100%
Hispanic-owned
Year founded: 1983
No. of employees: 35
2005 gross billings: $45.0 million
2004 gross billings: $40.0 million
CEO: Benito Martinez-Creel
Clients: Albertson's, Sav-On, Staples, Cacirve, Conoco Phillips, Epson, CSK Auto

11» La Gente de RLR
Pasadena, CA
(626) 440-0321
Ownership: Independent/95%
Hispanic-owned
Year founded: 1989
No. of employees: 29
2005 gross billings: $42.0 million
2004 gross billings: $39.0 million
Principal: Ralph Lacher
Clients: Verizon Wireless, AAA, Talon Group, Michels & Watkins, Wescom Credit Union, Los Angeles Zoo, Sit N' Sleep, Westcorp, Liverpool

12» Creative Civilization – An Aguilar/Girard Agency
San Antonio, TX
(210) 227-1999
Ownership: Independent/100%
Hispanic-owned
Year founded: 1999
No. of employees: 34
2005 gross billings: $35.7 million
2004 gross billings: $31.5 million
CEO: Al Aguilar
Clients: Hearst Corp. Express-News, Conexion, American Cancer Society, San Antonio Spurs, City Reach Latino, CPS Energy, University Health Systems, Kaiser Family Foundation, Toyota Motor Manufacturing-Texas

13» Viva Partnership
Miami, FL
(305) 576-6007
Ownership: Independent/100%
Hispanic-owned
Year founded: 1997
No. of employees: 25
2005 gross billings: $32.0 million
2004 gross billings: $32.0 million
CEO: Linda Lane Gonzalez
Clients: Verizon Wireless, Bealls, BJ's

14» Ole
New York, NY
(212) 465-3222
Ownership: Independent/100%
Hispanic-owned
Year founded: 2003
No. of employees: N/A
2005 gross billings: $30.0 million
2004 gross billings: $23.0 million
CEO: Javier Escobedo
Clients: Target Stores, HSBC Credit Centers, La Cochita Mexican Foods, GE Consumer Finance, AHAA/Advertising Age

15» Euro RSCG Latino
New York, NY
(212) 886-4100
Ownership: Euro RSCG Worldwide
Year founded: 1997
No. of employees: 20
2005 gross billings: $30.0 million
2004 gross billings: N/A
CEO: Eliud Kauffman
Clients: PUIG Beauty & Fashion Group, Volvo Cars North America, MCI

16» Headquarters Advertising
San Francisco, CA
(415) 626-6200
Ownership: Independent/100% Hispanic-owned
Year founded: 1987
No. of employees: 25
2005 gross billings: $25.0 million
2004 gross billings: $22.0 million
CEO: Horacio Gomes
Clients: AAA, Pacific Gas & Electric Company, Monterey Bay Aquarium, United Health Group

17» Anita Santiago Advertising
Santa Monica, CA
(310) 396-8846
Ownership: Independent/100%
Hispanic-owned
Year founded: 1987
No. of employees: 27
2005 gross billings: $24.0 million
2004 gross billings: $26.5 million
CEO: Anita Santiago
Clients: Wells Fargo, IKEA North America, Sees Candies

18» CreativeOndemanD
Coral Gables, FL
(305) 529-6464
Ownership: Independent/100%
Hispanic-owned
Year founded: 1998
No. of employees: 23
2005 gross billings: $24.0 million
2004 gross billings: $22.0 million
CEO: Daniel Marrero/Priscilla Cortizas
Clients: Volkswagen of America, Volkswagen Latin America, Burger King International, Regions Bank, May Stores, Cartoon Network

19» Hill Holliday Hispanic
Miami Beach, FL
(305) 604-3005
Ownership: IPG
Year founded: 2003
No. of employees: 18
2005 gross billings: $17.0 million
2004 gross billings: $10.0 million
CEO: Jose Lopez-Varela
Clients: CVS/pharmacy, Dunkin' Donuts, LoJack, Sallie Mae, Uniroyal

20» MASS Hispanic Marketing
Miami, FL
(305) 351-3600
Ownership: Independent/100%
Hispanic-owned
Year founded: 1986
No. of employees: 20
2005 gross billings: $13.0 million
2004 gross billings: $13.0 million
CEO: Alicia Martinez-Fonts
Clients: Kimberly-Clark, Unilever

21» Interlex
San Antonio, TX
(210) 930-3339
Ownership: Independent/100%
Hispanic-owned
Year founded: 1995
No. of employees: 10
2005 gross billings: $12.5 million
2004 gross billings: $5.0 million
CEO: Rudy Ruiz
Clients: Texas Department of State Health Services, U.S. Department of Homeland Security, American Cancer Society

22» HispanicWorks
New York, NY
(212) 252-8800
Ownership: A division of GlobalWorks/
5% Hispanic-owned
Year founded: 2002
No. of employees: 15
2005 gross billings: $12.0 million
2004 gross billings: $9.0 million
CEO: William Ortiz
Clients: Cablevision, Citizens/CharterOne Bank, Verizon Wireless, Ortho Evra

23» Español Marketing & Communications Inc.
Cary, NC
(919) 678-6133
Ownership: Independent/0%
Hispanic-owned
Year founded: 1994
No. of employees: 10
2005 gross billings: $10.7 million
2004 gross billings: $10.1 million
CEO: Eva A. May
Clients: Corona Extra, Modelo Especial, Countrywide Financial, Jaritos (Nova Mex)

24» Ethnic Marketing Group
Valencia, CA
(661) 295-5704
Ownership: Independent/100%
Hispanic-owned
Year founded: 1991
No. of employees: 15
2005 gross billings: $10.5 million
2004 gross billings: $8.05 million
CEO: Enrique Gil
Clients: Weber Grills, DeWalt Tools, Kern's Nectars, Conagra Foods, NASCAR

25» LatinSphere Advertising
Long Beach, CA
(562) 983-5103
Ownership: Independent/100%
Hispanic-owned
Year founded: 2001
No. of employees: 24
2005 gross billings: $7.4 million
2004 gross billings: N/A
CEO: Karl Lucia and Cristi Quesada-Costa
Clients: Verizon, Sears, Walt Disney Company, Disneyland, OSH, Baby Einstein, MAD, ABC

Top Hispanic Ad Agencies Not Reporting Revenues in 2005
In alphabetical order, with last reported year's gross billings, in ($) millions, and new clients

Accentmarketing
Coral Gables, FL
(305) 461-1112
Ownership: Interpublic Group
of Companies
Year founded: 1986
Last information published (2003):
2003 no. of employees: 92
2003 gross billings: $99 million
CEO: Steve Blanco
New clients since 2003:
Buick, On Star, Kaiser Permanente, Grainger, GMAC Financial Services

The Bravo Group
New York, NY
(212) 780-5800
Ownership: WPP
Year founded: 1980
Last information published (2002):
2002 no. of employees: 220
2002 gross billings: $270 million
CEO: Gary Bassell
New clients since 2002:
Hertz, Paramount Great America, Jaguar, Land Rover, Lifetime Television, Miller Brewing Company, Novartis, Road Runner, Toys R Us, Visa

Bromley Communications (1)
San Antonio, TX
(210) 244-2000
Ownership: Publicis
Year founded: 1981
Last information published (2002):
2002 no. of employees: 120
2002 gross billings: $184 million
CEO: Ernest Bromley
New clients since 2002:
BMW, Coors Brewing Company, ESPN.com

Casanova Pendrill Inc.
Costa Mesa, CA
(714) 918-8200
Ownership: IPG
Year founded: 1984
Last information published (2004):
2004 no. of employees: 71
2004 gross billings: $160 million
CEO: Dan Nance
New clients since 2004:
Brown Forman, Xbox

Dieste Harmel & Partners
Dallas, TX
(214) 800-3500
Ownership: Omnicom
Year founded: 1995
Last information published (2004):
2004 no. of employees: 188
2004 gross billings: $205 million
CEO: Tony Dieste
New clients since 2004:
Dallas Cowboys

Lapíz Integrated Hispanic Marketing
Chicago, IL
(312) 220-5000
Ownership: Publicis Groupe
Year founded: 1987
Last information published (2003):
2003 no. of employees: 66
2003 gross billings: $180 million
CEO: Dolores Kunda
New clients since 2003:
Bank One, Kellogg's Snacks (Keebler), GM Goodwrench

MendozaDillon
Irvine, CA
(949) 754-2000
Ownership: WPP Group PLC
Year founded: 1979
Last information published (2002):
2002 no. of employees: 60
2002 gross billings: $89 million
CEO: Ingrid Otero-Smart
New clients since 2002:
Good Humor/Breyers, Irvine Barclay Theater, Ragu, Tomas Rivera Policy Institute, Joss Claude, Cingular Wireless, HSBC, Listerine

SiboneyUSA
Miami, FL
(305) 373-2526
Ownership: Interpublic Group of Companies
Year founded: 1983
Last information published (2003):
2003 no. of employees: 40
2003 gross billings: $50 million
CEO: José M. Cubas
New clients since 2003:
DexMedia, Blue Cross Blue Shield of Florida, Medimune, MiZona Hispana

The Vidal Partnership
New York, NY
(212) 867-5185
Ownership: Independent/100% minority-owned
Year founded: 1991
Last information published (2004):
2004 no. of employees: 125
2004 gross billings: $160 million
CEO: Manny Vidal
New clients since 2004:
Nissan

Winglatino
New York, NY
(212) 500-9400
Ownership: Grey Global Group
Year founded: 1979
Last information published (2004):
2004 no. of employees: 40
2004 gross billings: $53 million
CEO: Jackie Bird
New clients since 2004:
Liberty Mutual, McNeil Consumer, Smirnoff Ice

(1) Bromley Communications acquired Publicis Sanchez & Levitan, LLC, which reported gross billings of $92.0 million in 2003.

Source: Data compiled by HispanTelligence®

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