L-Avenue Brings Refreshing New Approach to the Latino Advertising Market

L-Avenue Brings Refreshing New Approach to the Latino Advertising Market

Ad Agency ready to drive onto a changing Hispanic market, and steer initiatives for the marketing of Rumbo newspaper


San Antonio, TX–(HISPANIC PR WIRE)–August 17, 2004–New full-service ad agency L-Avenue is based in San Antonio to serve clients nationwide. Agency director Carlos Jaramillo, originally from Colombia, will lead an experienced team of professionals in targeting the U.S. Hispanic market. Jaramillo, who has over 23 years of experience in advertising, has worked for multinational agencies such as Leo Burnett, J. Walter Thompson and BBDO. During this time, he served a number of corporate clients in different industries such as Warner Lambert, Benetton, Kimberly Clark /Tecnoquimicas, Uniroyal-Michelin, DirecTV, Unilever/Varela S.A., Jack Daniel’s Whiskey and National City Corporation.

“In the past five years, the Hispanic population in the U.S. has changed as much or more than it had in the last 30 years,” said Jaramillo. “The community has gained legitimacy, and has been re-defined by more demanding consumers. They are aspirational, more educated, and hope to move up the social ladder in the United States. It presents a great opportunity for

L-Avenue to develop the quality of communication this market deserves.”

L-Avenue is successfully creating a name for itself in the crop of up-and-coming independent Hispanic shops. Their approach to segmenting the market favors consumer attitudes and personalities over demographic data. By spotting the market clusters with sophisticated research and strategic tools, L-Avenue establishes the ground for brands and consumers to connect naturally.

Meximerica Media, publisher of the Spanish-language daily newspaper network Rumbo, took notice. The company has chosen L-Avenue as its Hispanic advertising agency. Rumbo’s launch in Texas is being supported by an aggressive $2.7-million marketing campaign to attract readers. The campaign includes TV, radio, billboards, household and one-on-one sampling.

“When we started looking for agencies, we found that Meximerica and L-Avenue shared the same market vision,” said Giovanna Rueda, director of marketing and public relations for Meximerica Media. “Both companies believe there’s an increasing demand for quality Spanish-language communications and information to better serve the Hispanic community. We feel strongly about the agency’s direction and talent,” she added.

According to the Association of Hispanic Advertising Agencies (AHAA), most companies’ ad budgets for the Hispanic market still fall short of what marketing experts deem adequate to reach the nation’s 40 million Latinos, who represent about 14 percent of the population and have aggregate disposable income of nearly $700 billion.

For more information on L-Avenue call 210-494-3100 or visit http://www.l-avenue-ad.com

About L-Avenue

San Antonio based, L-Avenue is a full-service Latino advertising agency with a fresh perspective on how to approach communication utilizing proprietary tools such as its proven strategic planning process – The DriveWay™. L-Avenue is a team of professionals committed to setting the highest standards in communications for Hispanics. L-Avenue means “The word in the right direction.”

For more information please visit http://www.l-avenue-ad.com

About Meximerica Media

Meximerica Media is a U.S. based publishing company and the creator of Rumbo, a network of Spanish-language daily newspapers targeted at the underserved Hispanic-American population throughout the United States. The company was formed last year by a group of media professionals with extensive experience in the relevant editorial, publishing, commercial and financial fields and was acquired on April 15, 2004 by Recoletos Grupo de Comunicación S.A. (MCE: REC.MC). Meximerica is headquartered in San Antonio, which is also the site of Rumbo’s first launch: Rumbo de San Antonio. Future scheduled launches include Houston in August, and the Lower Rio Grande Valley and Austin in September. More information about the company is available at http://www.meximerica.com or http://www.diariosrumbo.com.




Carlos Jaramillo, 210.494.3100,

L-Avenue Brings Refreshing New Approach to the Latino Advertising Market