Allison+Partners launches Hispanic practice

PHOENIX: Allison+Partners has rolled out a practice for targeting Hispanic consumers called Nuestra Voz.

PHOENIX: Allison+Partners has rolled out a practice for targeting Hispanic consumers called Nuestra Voz.

The unit will support current agency clients, including COPD Alliance, ExpectMoreArizona.org, and Arizona Sea Life Aquarium, on Hispanic-targeted work, said Scott Allison, president and CEO of the agency.

“The first steps will be looking at what the Hispanic marketing needs are for our existing clients,” he said. “We have a lot of consumer brands in the US that have an expressed interest in that area, and we will tap into existing team members to support [group leader Carolina] Guana, then look to evolve and develop that down the road.”

Allison said it is too early to comment on specific initiatives for clients supported by Nuestra Voz or goals for growing the unit in terms of personnel.

Guana, based in Phoenix, joined the agency January 1. She previously served as an account executive at Scottsdale, AZ-based Urias Communications, a Hispanic-focused PR and advertising firm. At Urias Communications, she worked with clients such as APS, St. Joseph's Hospital, Scan Health Plan, and Bristol-Myers Squibb. She held in-house positions ValueOptions, Honeywell Aerospace, and Blue Cross Blue Shield of Arizona.

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