Creaxion, Lanza Form Marketing Alliance | Adweek Creaxion, Lanza Form Marketing Alliance | Adweek
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Creaxion, Lanza Form Marketing Alliance

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ATLANTA Creaxion said it has teamed with the Lanza Group to help current and future clients launch effective Hispanic marketing initiatives.

According to Creaxion's president and chief executive officer Mark Pettit, Hispanics now represent more than 13 percent of the U.S. population. Partnering with the Lanza Group will help companies who are planning to address this growing market do so with confidence and credibility, he said.

"Studies predict $764 billion in estimated purchasing power by 2005," Pettit said. "Mainstream companies realize that they need to market to Hispanics but are nervous. We will help bridge the gap."

Pettit founded Creaxion in Atlanta in 1998. Its client list includes Atlanta Gas Light Co., Porsche Cars North America and BellSouth. The Lanza Group, also in Atlanta, was co-founded earlier this year by Ralph Herrera and Arturo Samayoa. Its clients include The Atlanta Beat, World of Coca-Cola and Gerber Agri International.

Citing U.S. Census Bureau statistics, Herrera said that between 2000 and 2002 Georgia's Hispanic population grew faster than any other state in the nation.

"Hispanic marketing should be viewed more as a necessity than an opportunity, considering the rapidly changing marketplace," Herrera said.

Pettit said that partnering with the Lanza Group is an extension of Creaxion's niche marketing strategy and will help clients connect and communicate with target audiences in a manner and language that resonates.