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
"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.