Syra Villarreal has joined Heil-Brice Retail Advertising's Hispanic division, Publicidad en Espanol, to assist in creative direction and account services. Villarreal was previously a creative director at Mendoza, Dillon & Asociados. In her new position, she will report to Rosalie Delgadillo, Publicidad en Espanol's executive director of ethnic marketing. With clients like Ralphs grocery company taking more of an interest in the growing Hispanic demographic, Villarreal's hire is HBRA's effort to expand its services, the agency said. Headquartered in Newport Beach, Calif., HBRA has 40 employees. The agency established Publicidad en Espanol in 1989.