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NEW YORK GlobalWorks Group has launched HispanicWorks, a new division that will focus on marketing and advertising to Latinos, marking the holding company’s first step in its quest to become the parent of a number of units catering to ethnic segments.
Nearly 75 percent of the New York shop’s multicultural business is dedicated to Hispanic efforts, said Yuri Radzievsky, GlobalWorks CEO. The agency’s work includes the creation of the Hispanic portal for Chase Bank, BancoChase.com. It also has created a Hispanic campaign for FleetBoston Financial, and works to generate Latino customers for AT&T, Lucent and Nationwide Financial Services, among others.
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