Euro RSCG Unveils Hispanic Practice

NEW YORK Havas’ Euro RSCG Worldwide has reorganized its Latin American operations to create a new full-service agency designed to cater to the growing U.S. Hispanic market.

Euro RSCG Latino will also provide creative counsel for global clients doing business in Latin America, a representative for Euro RSCG said. The organization is the product of a partnership between Euro RSCG MVBMS Partners, based in New York, and Euro RSCG Tatham Partners, based in Chicago. Euro RSCG Latino also brings together resources from Mexico and Puerto Rico to service existing and future clients’ Hispanic marketing needs.

Clients include MCI, Walgreen’s, Fleet Pharmaceuticals, Polaroid, Yahoo! En Espanol and the Partnership for a Drug-Free America.

Douglas Patricio as managing director of Euro RSCG Latino will lead the new agency. Patricio, formerly general manager of Euro RSCG’s Latin American region in Buenos Aires, Argentina, will also dedicate part of his time to managing the new shop’s activities in Puerto Rico and Mexico. Euro RSCG veteran Eliud Kauffman will serve as the new shop’s account director, and Euro RSCG MVBMS partner Rocky Pia will lead the creative team as creative director. Verena Sisa, formerly head of planning at CraveroLanis Euro RSCG in Argentina, will move to New York to manage Euro RSCG Latino’s planning group.