NEW YORK Hispanic shop Latinvox has changed its name to The Vox Collective, a move that coincides with the repositioning and expansion of the agency's services to include cause-related, interactive, lifestyle and multicultural marketing, president and CEO Roberto Ramos said on Tuesday.
As part of the name change, which is effective immediately, the 4-year-old agency formerly known as Latinvox will continue its Hispanic focus as it widens its services to respond to the changing needs of marketers who increasingly are seeking broader strategic platforms for their brands, Ramos said during a telephone interview.
"We felt that in our case, our name didn't reflect the full scope and the breadth of ideas that our team provides," Ramos said, noting that the agency will position itself as having the flexibility to do work "both on Hispanic projects and to respond to clients who are looking for ideas from our end that don't stop at being Hispanic ideas."
The new name is Latin for "collective voices" and refers to an open system in which agency teams, including planning and creative, work with outside individuals and organizations to devise brand strategies. The team may consist of writers, photographers, influential members of the community, consumers and others, per an agency statement.
The advantage for the New York agency is that it will be able to take on assignments in both areas of the business "and incorporate the multicultural and global perspective," said Ramos, whose current client roster includes Macy's, Fifth Third Bancorp and the Office of National Drug Control Policy.