 |
| | | | | REPRINTS
|
 |
|
Hector Gonzalez (above and on home page) will lead the digital creative services unit at Lápiz, retaining his existing title of creative resource manager.
|
 |
|
Lápiz Draws Up Digital Unit
September 19, 2008
By Della de Lafuente
NEW YORK Lápiz Hispanic Marketing, Chicago, has sketched out a plan for a dedicated digital creative services department, part of an effort to expand its client offerings, the agency said today (Sept. 19).
The digital unit will focus on the Web, mobile and other non-traditional media, establishing a formalized offering for a client roster that includes Allstate Insurance, JP Morgan Chase, Coca-Cola, Procter & Gamble, Kellogg Co. and Chicago area McDonald's.
Lápiz has drawn from among its own talent, tapping Hector Gonzalez to lead the unit. He will retain his existing title, serving as creative resource manager of the department, per an agency representative.
"We are taking the necessary steps to ensure that our clients receive the best results by evaluating the way the digital world is affecting the behaviors and tendencies of the Hispanic market," said Gonzalez, who has worked at Lápiz for nearly three years.
He joined the Hispanic shop from Leo Burnett, where he served as a project director of the U.S. Army business. Lápiz and Leo Burnett are both part of Publicis Groupe.
Lápiz is the second Hispanic shop in recent months to establish a dedicated digital unit after LatinWorks, Austin, Texas, which unveiled plans last month for the creation of a digital department. Still, other agencies in the Hispanic space also are known for creating and mounting a large amount of business for online and digital, including The Vidal Partnership, New York; Grupo Gallegos, Long Beach, Calif.; and Alma DDB, Miami, among others.
"The digital space is an exciting area of development for the Hispanic market," said Dolores Kunda, president and CEO of Lápiz, in a statement. "We look forward to Hector's leadership of this important segment.
|
| | | | | REPRINTS
Copyright 2007 Marketing y Medios |
|
 |
|
|
|
|
|
QuickLinks:
1-click access to topics in this article.
|
|
|
|
|
|
ADVERTISEMENT
|
|
|
