Hispanic Advertising

Richards Group

by on Apr.12, 2010, under News

Home Depot’s recent decision to shift its Hispanic advertising account from one of the nation’s largest independent Hispanic advertising agencies to a lesser-known affiliate of a general-market firm located in Texas has created some uncertainty in the Hispanic creative industry.

But the recipient of that new business views Atlanta-based Home Depot’s decision as evidence of an evolution that could create more diversity within the ad industry and more opportunities for Hispanic marketers.

Home Depot, a major operator of home-improvement retail outlets nationwide, has moved its Hispanic ad business from The Vidal Partnership to Richards/Lerma, a fairly young entity aligned with the Dallas-based Richards Group, Home Depot’s general-market agency. Vidal is based in New York and is one of the largest independent Hispanic ad agencies in the nation.

“What’s significant about the Home Depot situation is that this was a $37 million piece of business,” says Gisela Girard, chairwoman of the Association of Hispanic Advertising Agencies (AHAA).

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