C&W initiates Hispanic outreach plan

WASHINGTON, DC: Cohn & Wolfe’s DC outpost will be the center of a new agency-wide Hispanic outreach practice, the firm announced last week.

WASHINGTON, DC: Cohn & Wolfe’s DC outpost will be the center of a new agency-wide Hispanic outreach practice, the firm announced last week.

WASHINGTON, DC: Cohn & Wolfe’s DC outpost will be the center of a

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

week.



To lead it, C&W has handed the reins to Armando Trull, a former

Burson-Marsteller employee who recently worked on C&W’s census bureau

account. Trull also boasts 13 years’ worth of TV reporting and producing

experience.



While Trull declined to cite any specific dollar goals for the practice,

he 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 - conservatively estimated to be over dollars 300

billion - this strategy clearly makes sense.



’We want to help Hispanic organizations be heard in the United States

general population,’ he said.



The new practice has already performed work for the Century Council, an

organization funded by distilling companies to educate the public about

responsible alcohol use. Five people in C&W’s DC office are fluent in

Spanish and have experience in the Hispanic community, and Trull is

combing C&W as well as other Young & Rubicam agencies for talent. His

goal is to establish a decentralized practice with members spread

throughout C&W’s US and international offices.



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