Friday, November 27, 2009
Ad Agencies Turn to New Media
In November, for instance, the legendary Cliff Freeman and Partners — creator of iconic campaigns such as "Where's the Beef " and "Pizza Pizza" — shuttered its shop.
But while the advertising industry as a whole has felt the hard knocks of the recession, studies indicate that the downturn has been slower to hit the Hispanic-owned agencies. And anecdotally, many of the shop owners themselves insist that the blow to the Hispanic segment of the industry hasn't been as severe. In fact, for at least a few Hispanic-owned shops, the year 2009 has been a time to thrive.
"It's been an excellent year for us," said Daisy Exposito-Ulla, owner of D Exposito & Partners. In the past year, Exposito-Ulla's four-year-old business has landed several major clients – such as Amway and a piece of the U.S. Census campaign – and doubled the size of the staff . "We've outgrown our office space,"Exposito-Ulla says. Similarly, Acento Advertising, a Hispanic-owned agency based in Los Angeles, doubled its full-time staff in two years, from 27 to 56. Revenues in 2009 are on track to be up 30 percent from the year before.
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