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
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
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.