MIAMI: Burson-Marsteller has asked some of its Spanish-speaking employees to take on expanded job descriptions, assembling more than a dozen specialists from a variety of fields into a new US Hispanic practice."We've always been active in the Latino market, mostly in media and publicity, and mostly in project work and the adaptation of campaigns," said Burson managing director Jose Ortega, who is leading the operation from his Miami office. "What we will be able to do now is offer more full-service, integrated capabilities."
Members of Burson's brand marketing, healthcare, public affairs, media, and corporate communications practices have been tapped to join Ortega's team. All will retain their current duties, and contribute their expertise to Hispanic initiatives on an account-by-account basis.
According to Ortega, that model has performed well in early tests. The agency's successful Miller pitch, for example, contained a strong Hispanic element. Another success came with the rollout of a new Gatorade product called Xtremo (which the agency since resigned), which was staged in LA by Elena Stern. "She's in public affairs, but she is very connected in the Latino community, and also speaks Spanish,
he explained, "so we had her coordinate the whole event."