DALLAS The Advertising Council has created a committee to review and approve its Latino-targeted PSAs, the group said.
Daisy Exposito-Ulla, chairman and chief executive officer of WPP Group's The Bravo Group in New York, is chairing the Hispanic Campaign Review Committee. She was instrumental in recruiting the committee's six New York-based members: Mark Gonzalez, president and creative director, 28 de enero; Jesus Martin, creative director, Bravo Group; Paco Olavarrieta, creative partner, Ole; Roberto Pedroso, associate creative director, Conill Advertising; Harold Trompetero, group creative director, Siboney; and Manny Vidal, chief executive officer, The Vidal Partnership.
Ad Council president and CEO Peggy Conlon said the organization already produces Spanish- and English-language spots geared toward Hispanics. The new committee will oversee creative to ensure the work has the right elements to target the segment, like casting and specific phrases. "Sometimes it comes down to nuances, like 'Is this word better than this word?'" Conlon said. "Even though we've made a concerted effort to have Hispanic members on the [general-market review committee], we think Hispanic work would benefit by having a dedicated group."
She said the Ad Council is doing more Hispanic work today than in the past. "When we sit down with campaign sponsors, we are being very proactive about helping them budget to do Spanish-language executions," she said.