MASS' PR division goes it alone in Miami market with new Hispaniabranding

MIAMI: The former public relations arm of full-service agency

Marketing Advertising and Sales Services (MASS) has changed its name to

Hispania Public Relations to more accurately reflect the firm's focus on

the US Hispanic market.

To help develop an independent corporate plan and new-business strategy,

Hispania has hired former Center for the Fine Arts PR director Dennis

Hernandez to serve as VP of account services.

MASS was purchased last month by Spanish-language network Radio


Although Hispania was not part of the sale, the five-person company does

maintain a strategic alliance with MASS, though MASS is now more focused

on promotions.

"Corporate America for the first time in a long time is discovering the

Hispanic market," said Hispania president Sergio Lopez-Miro.

Hispania is the agency of record handling US Hispanic outreach for

General Mills' Cheerios and Trix cereals, Unilever's Mazola and Knorr

brands, Gerber Baby Products, Univision, the Hispanic Heritage Awards

Foundation, the Latin Music Awards and Radio Unica.

First-year revenues for 18-month-old Hispania were dollars 40,000, and

this year the agency is projecting nearly dollars 500,000.

During the next two to three years, Lopez-Miro plans to open offices in

New York and Los Angeles. He also said the agency may ultimately expand

its focus from US Hispanics to Latin America.

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