GlobalWorks Forms Hispanic-Marketing Unit

NEW YORK GlobalWorks Group has launched HispanicWorks, a new division that will focus on marketing and advertising to Latinos, marking the holding company’s first step in its quest to become the parent of a number of units catering to ethnic segments.

Nearly 75 percent of the New York shop’s multicultural business is dedicated to Hispanic efforts, said Yuri Radzievsky, GlobalWorks CEO. The agency’s work includes the creation of the Hispanic portal for Chase Bank, BancoChase.com. It also has created a Hispanic campaign for FleetBoston Financial, and works to generate Latino customers for AT&T, Lucent and Nationwide Financial Services, among others.

The decision to integrate GlobalWorks’ Hispanic-marketing efforts into a specialized unit was a natural step for the shop, especially considering the size of that market, said Radzievsky.

“We are talking about 40 million consumers,” he said. “That is the size of a good European country.”

The new unit will be led by William Ortiz, most recently vp, diverse markets of JPMorgan Chase. At Chase, Ortiz worked with GlobalWorks during the creation of BancoChase.com and to attract Hispanic customers to its consumer and business segments, as well as to enlarge the share of the Hispanic small-business market for Chase.

Before moving to Chase in April 2001, Ortiz was svp, account director at WPP Group’s The Bravo Group, where he worked on strategies and campaigns for AT&T’s international long-distance plans and was responsible for spending more than $40 million on Hispanic advertising. He also worked with Bell Atlantic as director, ethnic and premium marketing. In that role, he focused on attracting Hispanic, African American and Asian customers.

The new division will employ 12 of the agency’s 50 employees, though GlobalWorks boasts more than 400 consultants worldwide, Ortiz said.

“Most multicultural agencies don’t have that depth of capability,” Ortiz said. “Which is why I’m excited to be at GlobalWorks.”

The shop, founded by Radzievsky in 1999, will continue to evolve into a consortium of specialized units, like a “mini holding company,” Radzievsky said. AsianWorks, a unit dedicated to selling to Asian populations, will likely launch after Labor Day.