CHICAGO: African-American PR firm Flowers Communications Group (FCG) has launched a full-service Hispanic practice called Hispanic Marketing Services. Joseph Nebolsky de Ochoa will head the division.
De Ochoa, who ran his own full-service multicultural firm, Jndeo, before joining FCG, said that the new unit will be integrated with the agency's overall practice, a multicultural marketing approach the agency dubs "ethnic fusion."
"We don't propose a 'one-size-fits-all' strategy, or that we'll implement this model for all our clients," he said. "We're just capitalizing on the synergies."
Agency president and founder Michelle Flowers said the three-person team will "definitely be larger" by the end of 2006.
FCG's current roster of clients includes Unilever, Walgreens, and McDonald's.
Flowers said that the group will pitch major brands right out of the gate.
"We're going after the big fish, starting with our existing clients," she said. "There are a couple of major pitches on the table right now."