http://www.wifchicago.org

Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 8 - Index

LatinWorks Acquires Cultura
Agency adds to client roster and expands market opportunity
LatinWorks, a full-service Hispanic advertising agency based
in Austin, Texas, announced the acquisition of Dallas-based
Hispanic agency, Cultura, increasing its presence in the
rapidly expanding Hispanic-focused market.
“The world is a changing place and the culture of America
is changing. The Hispanic community is reshaping the nation
into New America where new skills and ideas are required
from marketers. This acquisition positions LatinWorks to
champion this changing marketplace,” said Manny Flores,
CEO and Managing Partner, LatinWorks.
Alejandro Ruelas, CMO and Managing Partner adds, “The
acquisition of Cultura is more like a perfect marriage
– a coming together of two companies that complement
each other’s strengths. LatinWorks has taken on the role of
an industry pioneer that will continue to deliver effective
work with proven results for all of our clients. We take great
pride in our work and have a deep respect for the Hispanic
community.”
The acquisition is a big step for the agency and one that
will provide the opportunity to grow beyond its current
client roster. The additional skills brought to the table
complement the agency’s existing strengths and bring an
added firepower.
“We are very excited to become a part of LatinWorks at
such a great time in the agency’s history. Together we will
provide our clients with more of what they already receive,
��������������
��������������������������������
����������������������������������������������
���������������������������������������������������
������������������������������������������������
�������������������������������������������������������������������
����������������������������������������������������������������
������������������������������������������������������������������
���������������������������������������������������������
���������������������������������
respect and value, as well as new ideas and innovations,”
said Greg Knipp, former Cultura General Manager.
Sergio Alcocer, LatinWorks President and Chief Creative
Officer says, “Cultura achieved many great things in its
seven short years. Although the Cultura name will no longer
be used, the experience and the know-how will remain a
part of the new LatinWorks.”
(L to R) Sergio Alcocer, Manny Flores and Alejandro Ruelas.
Knipp, now a Managing Director at LatinWorks, will work
hand-in-hand with Christy Kranik, Managing Director,
LatinWorks, to ensure a successful integration of the agencies.
The Dallas office will be closing and the employees will
relocate to Austin and join the LatinWorks team at their new
offices - Capitol Tower in downtown Austin.
Carmen Baez, President Latin America,
DAS concludes, “LatinWorks is a
rising star in the Omnicom network of
agencies, and we look for big things to
come out of this small shop in Austin.”
Established in 1998, LatinWorks is a fullservice
minority-owned advertising
agency dedicated to helping clients
build their brands within the emerging
Hispanic marketplace. LatinWorks
is positioned as a creatively driven,
but strategically grounded shop that
provides clients with end-to-end
marketing solutions. Its consumer
insights are the result of a disciplined
and rigorous strategic planning
approach that is tailored on an
industry-by-industry basis, resulting in
communication platforms that inspire
the type of breakthrough creative
that the agency has become known
for. Headquartered in Austin, Texas,
LatinWorks has field presence in
Chicago and serves clients such as
Domino’s Pizza, Hyundai, NetSpend,
Anheuser-Busch, ESPN DEPORTES and
U.S. Cellular. LatinWorks is a member
of the DAS Global network through a
minority equity partnership.
//www.latinworks.com