DALLAS-Berry-Brown Advertising here has consolidated its $10 million in Hispanic account billings into a new minority-managed division, Grupo Cuatro Publicidad.
The new unit recognizes the independence that the Hispanic arm of the shop has built for itself over the years, said chairman Bob Berry. The unit will be headed by a trio of Berry-Brown veterans and remain integrated within the shop.
“It’s no different from some agencies that will have a business-to-business group, because they specialize in that and that’s the direction they’re growing in,” said Berry.
Directing Grupo Cuatro will be managing partners Angela Carrales, Jesse D’az and Maribel Larra„aga. Carrales will serve as account director; D’az and Larra„aga will share co-creative director duties.
The name stems from four benefits the agency feels the division brings: creative excellence, cultural relevance, consumer insight and client partnership.
The agency was first assigned Hispanic work in 1982 from key client Quaker Oats. The shop’s Hispanic accounts moving into Grupo Cuatro are Cap’n Crunch, Gatorade, Life, Quaker Instant/Standard Oatmeal, Quaker Masas, Snapple and Aunt Jemima Pancake syrups and mixes.
Carrales has been with Berry-Brown for four years, moving up from senior account executive to account supervisor over the agency’s Hispanic business. She was a general market and Latino market media planner and buyer at Leo Burnett in Chicago.
D’az has been associate creative director since joining Berry-Brown in 1994 from Dallas’ Ornelas & Associates, where he was senior art director.
Larra„aga, a senior writer the past two years at Berry-Brown, has management experience with Dallas Latino specialty agencies Conceptos and Lexico Hispanic Communications.