Two new agencies enter Hispanic PR scene in Chicago

CHICAGO: Two new Hispanic agencies have begun operations in Chicago, each with a slightly different business strategy for reaching the Midwest's growing Hispanic population.

CHICAGO: Two new Hispanic agencies have begun operations in Chicago, each with a slightly different business strategy for reaching the Midwest's growing Hispanic population.

Dome Communications has founded Concepto Public Relations, and hired Henry Moya to be managing director of the operation. Dome has worked with Moya on various projects since 1998, while he operated as an independent PR practitioner.

Concepto will focus squarely on PR, said Doug Dome, president of Dome and Concepto. He argued that Hispanic ad agencies that offer PR don't have the depth of PR expertise Dome plans to assemble at Concepto. "Who are the major Hispanic PR agencies in this market? There are none,

he said. Concepto is already working with cookie-maker Keebler, as well as cellular-phone provider Primeco, on Hispanic PR projects.

A second agency, Jndeo, has also begun operations in the Windy City.

The shop was founded by three former employees of Sanchez & Associates, an ad agency.

Jndeo is a full-service marketing communications firm that will target Hispanics and Eastern Europeans because of the mixed Mexican-Russian ancestry of its principal founder, Joseph Nebolsky de Ochoa.

"We'll focus on the Hispanic market, but also Eastern European markets, because in Chicago the Polish and Russian markets are big,

said Gigi Ybarra, the new firm's PR specialist.

Nebolsky de Ochoa was COO at Sanchez, and has worked at Leo Burnett.

Ybarra has handled Hispanic PR for clients such as the Illinois Bureau of Tourism and Jewel Food Stores, a major Chicago-area supermarket chain.

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