McGinley Spearheads Al Punto’s Sales Promos

LOS ANGELES Al Punto Advertising has launched a strategic sales promotion division and hired Karin McGinley to lead it, the agency said.

The Tustin, Calif.-based Hispanic agency chose to launch the division after seeing an increase in client demand for promotions, said al Punto CEO and director of strategic planning Peggy Goff. She added that the shift might be due to the addition within the last year of packaged-goods clients Reckitt Benckiser and ConAgra Foods.

In addition, al Punto is looking to double in size within the next year and the shop’s executives saw promotions as a way to fuel growth, said Goff. The shop currently has 22 employees and claims capitalized billings of $22 million.

McGinley, who previously had her own business, McGinley Urquiza Marketing in Long Beach, Calif., will lead the three-person promotion department. She also has served as director of promotions at Siboney in Los Angeles from 1998 to 2001, working primarily on Nestle, and was a vice president at Castor Advertising in Los Angeles. In addition to Nestle, McGinley has created Hispanic promotions programs for clients such as Kraft Foods, Oscar Mayer, Colgate-Palmolive, Coca-Cola, Schering-Plough and Kmart.

Al Punto is currently working on promotions with Reckitt Benckiser and ConAgra, and is also looking at opportunities for Universal Studios Hollywood and Telscape, Goff said.