Tuesday, October 14, 2003

From newspapers

# The Miami Herald has an article about Publicis Sanchez & Levitan, one of the top 10 Hispanic advertising agencies in the United States. It's interesting (*) to note that the basis for agency's success is research, including qualitative research methods like participant observation:

Aida Levitan's dream was to teach the classics of Spanish literature. Fausto Sanchez wanted to make movies in Hollywood.

Neither ever imagined a career in advertising and now, two decades later, a perch on the crest of a huge Hispanic marketing wave sweeping the United States. [...]

While Sanchez has put his creative skills to good use in designing advertising, Levitan employs her academician's critical thinking skills in developing marketing strategies and teaching clients about the Hispanic market. He's the chief creative officer and president; she's the chief executive officer. They share the top title as co-chairmen.

''It works out very well, dividing the responsibilities,'' said Levitan, who assumed the yearlong presidency of the Association of Hispanic Advertising Agencies earlier this year.

Sanchez and Levitan say the essence of their work is research, which includes their own ''grass roots'' studies of the Hispanic consumer -- attending Miami's Calle Ocho street festival every year, for example, to observe how people are interacting with sponsors and reacting to performers.

''Boy, have we learned about consumers, what people will line up for, the hot new acts, how people feel about their countries of origin,'' said Levitan, who has won numerous community awards for entrepreneurship and leadership.

That knowledge of the Hispanic market is key when handling national accounts, such as Chivas Regal's Hispanic public relations effort. [Read the article]

(*) This is not the kind of thing one can usually read in a newspaper article.

# The Performing Arts Center of Greater Miami has chosen Coral Gables-based Thorp & Co. as its public relations agency of record, South Florida Business Journal reports. "Scheduled to open for the 2005-2006 season, the PAC is to combine entertainment with arts education with performances produced by four resident companies - Concert Association of Florida, Florida Grand Opera, Miami City Ballet and New World Symphony - plus hosting popular and classical entertainment".


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