MIAMI: Former president of The Jeffrey Group, Jorge Ortega, is part of a partnership that launched communications management consultancy Newlink America.
Ortega partnered with Eduardo del Rivero, founder and former CEO of del Rivero Messianu/DDB Advertising, and Sergio Roitberg, founder and chairman of Newlink Group to create the new firm.
Newlink America is part of Latin American communications firm Newlink Group. Newlink America will focus on the North America multicultural market as well as clients that are looking to target other specific communities.
“I've always been an integrated communications thinker, but if you're not surrounded by people that are experts in those different areas it is difficult to deliver that,” Ortega said about his decision to become a partner in Newlink.
He added that his background in marketing communications and del Rivero's background in advertising will bridge the two disciplines together at the new firm.
“Our approach will be to look at what the client needs and then tap into our combination of talent,” he explained.
The firm will build off some of Newlink Group's existing clients in North America and will look to develop new clients in the coming months. Other firms that are part of Newlink Group include Newlink Political, a public affairs and political marketing firm; Newlink Research, a market insights practice; and Newlink Factory an in-house creative team.
Ortega stepped down from his position at The Jeffrey Group in October. He was replaced by Mike Valdes-Fauli who was promoted from his position as MD of US Hispanic.