Pinta launches to address 'complex' Hispanic market

JeffreyGroup has christened its spun-off US Hispanic operations as "Pinta." The firm officially opened its doors on Wednesday.

Pinta launches to address 'complex' Hispanic market

MIAMI: JeffreyGroup has christened its spun-off US Hispanic operations as “Pinta.” The firm officially opened its doors on Wednesday.

“'Pinta' means ‘paint' in Spanish, and that theme will permeate everything we do,” said Pinta president and CEO Mike Valdes-Fauli. “Our tagline is ‘the art of cross-cultural marketing,' since we believe there is some white space in the market for a creative shop that brings equal parts artistry and strategy.”

Pinta aims to be a full-service agency that offers advertising, communications, media planning, digital and social, research, experiential, and grassroots assistance. Its client roster includes Buchanan's, Johnnie Walker, Facebook, Fox Hispanic Media, T-Mobile, and TD Bank.

The agency's core objective for clients is to help them reach the cross-cultural landscape in compelling ways that drive their business forward, and it wants to attract businesses and talent to “come paint with us,” according to Valdes-Fauli.

“For generations, marketers essentially ignored the US Hispanic market, until the 1990 and 2000 Census results, when virtually all of corporate America awoke to the tremendous potential in communicating with Latinos,” he explained. “However, even then, it was almost always done via cliché approaches, like family, soccer, and novellas.”

Valdes-Fauli added that “although those things do often resonate, the Hispanic market is much more nuanced and complex, with English-dominant, second-generation, and tech-savvy Hispanics making up the majority of the audience today.”

JeffreyGroup launched Pinta to address this market disruption, he said.

Joining Valdes-Fauli on the Pinta management team is creative director Alex Barreras, who held the same role at ad agencies including Hill Holiday and Creatability. Los Angeles MD Romina Bongiovanni was formerly an SVP in Edelman's multicultural practice and most recently the owner of Journey Marketing in Los Angeles, which was acquired by Pinta. Joe Gutierrez, who previously held positions at agencies including GlobalHue, the Vidal Partnership, and KBS+P, is serving as MD of New York and head of strategic planning.

Comms MD Lauren Cortiñas has moved to the firm from JeffreyGroup, where she was MD in its Miami office.

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