INTERNATIONAL: Cohn and Wolfe targets Hispanics

WASHINGTON, DC: Cohn and Wolfe’s Washington office is the centre of a new agency-wide Hispanic outreach practice, the firm announced last week.

WASHINGTON, DC: Cohn and Wolfe’s Washington office is the centre of

a new agency-wide Hispanic outreach practice, the firm announced last

week.



C&W has handed leadership of the practice to Armando Trull, who recently

worked on C&W’s census bureau account. Trull has 13 years’ experience

reporting and producing for television.



Trull expressed his interest in integrating ’Hispanic outreach’ into as

much of C&W’s client work as possible, given the rise in the community’s

purchasing power, estimated at over pounds 200 billion.



The practice has already worked for the Century Council, a body funded

by brewers to educate the public on responsible alcohol use, identified

as a major problem in the Hispanic community.



Trull is combing other Young and Rubicam agencies for staff and aims to

establish a practice with members spread across C&W’s US and

international offices.



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