Viva Forms Promo Offshoot in Dallas

ATLANTA Miami-based Hispanic marketing shop Viva Partnership has opened an office in Dallas to provide promotion and event planning for its clients, the agency said.

The office, called Viva Promotions, will serve all of the independent shop’s clients, which include Verizon Wireless, Uniroyal, BJ’s Wholesale Club and GMAC Mortgage, in addition to adding new accounts.

Paul Castillo, a Hispanic marketing veteran with agency and consultancy experience, has joined the company as executive vice president of Viva Promotions and is managing the facility in the Dallas suburb of Flower Mound. Castillo currently is hiring a staff for the office.

“Increasingly, companies are seeing how effective interaction with the consumer can be, especially when strategically planned and executed,” said Linda Gonzalez, CEO of Viva Partnership. “More and more advertisers are now adding below-the-line marketing elements to their advertising mix.”

Last year, Viva opened Viva Media in San Antonio to handle the shop’s media planning and buying.