SAN DIEGO: Formula PR officially launched Formulatin, a new Hispanic division, at the end of October after introducing Formulatin.com. The division has been in the works for a few years, but an upcoming campaign with Mexican beer company Tecate is one of the first since the official launch. "It was a challenge. Do we launch a division without any clients, or do we go get clients and then launch a division?" Michael Olguin, president of Formula, told PRWeek. "We decided to get clients first." Formulatin will be headquartered in New York and will have five full-time bilingual and bicultural staffers.