LatinWorks : advertising & marketing assignments

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Texas-based LatinWorks is regarded as one of the leading Hispanic agencies in the US, but it is generating an increasingly large part of its business from general market rather than multicultural work. A string of significant wins during 2013 pushed it into first place among the country's Hispanic agencies that year, but it has slipped back since then. AdAge estimated revenues of $24m for 2017. More than half of billings were generated from non-multicultural marketing. The agency was founded in 1998 by Manny Flores and Alejandro Rujelas, previously senior marketers at Anheuser-Busch, still a key client. Both men remain joint managing partners; Flores is CEO. Omnicom acquired a 49% shareholding in 2006. Two years later, LatinWorks absorbed the clients and staff of rival Hispanic agency Cultura, also part-owned by Omnicom. Sibling is a satellite unit, jointly owned with mainstream agency GSD&M. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services; see here for information on how to subscribe.

Capsule checked 10th December 2018

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