MIAMI: Fleishman-Hillard is launching a new agency, FH Hispania, to target PR opportunities in the US Hispanic market.
The new firm will take over responsibility for existing Fleishman work in the Hispanic market for clients such as Procter & Gamble, Pfizer, H&R Block, and Aventis, said Rissig Licha, managing director of the new firm and senior partner and regional director for Fleishman Miami/Latin America.
FH Hispania will begin operations with 25 staffers, and plans more hires as business dictates.
The new agency will take over pitching for Hispanic market business from parent Fleishman. It will offer a full array of PR services, including social marketing, entertainment PR, community relations, public affairs, corporate reputation, crisis management, and healthcare.
"We will replicate most of the PR areas that we have in the broader sense at Fleishman," said Licha. But the new agency, which will have offices alongside existing Fleishman facilities in New York, California, Texas, Florida, and Illinois, will be "bilingual, bicultural, and bicoastal."
Jorge Diaz deVillegas, a partner in Fleishman's Miami office, will serve as the deputy managing director.