Image Overhaul for Ad Américas

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In an effort to position itself as independent from the general-market shop that helped bankroll its start, Ad Américas has changed its name to Castells & Asociados Advertising.

“We want people to know that this is an agency that is run and managed by Hispanics,” said the shop’s president, Liz Castells-Heard, a native of Cuba who established the venture four years ago with the backing of Los Angeles agency DavisElen. “It’s not about who had the money to start the agency, it’s about the agency’s commitment to the Hispanic community.”

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