Omnicom Sharpens Hispanic Focus

NEW YORK Hispanic agency del Rivero Messianu DDB has joined forces with OMD Worldwide to create OMD Latino, a specialized media shop, the company said on Friday.

OMD Latino will combine OMD’s media planning acumen with dRM DDB’s expertise in the U.S. Hispanic market. The shop will focus on media planning strategies specific to Hispanic multicultural marketing.

“OMD Latino offers a strategic approach to media, Hispanic market depth, maximization of cost efficiencies and the alignment and integration of the overall marketing and creative processes,” said Page Thompson, chief executive of OMD North America, in a statement.

The new entity will be based in New York and Miami with a dedicated staff of 12. Serena Duff has been appointed director of Hispanic media at OMD Latino, a newly created post. She will report to Jill Botway, managing director of OMD East. Duff will remain a director of strategy at OMD East and will continue to be based in New York.

Del Rivero Messianu became part of the DDB network in 2001.