Montemayor y Asocia-dos has tapped a 30-year media veteran for a newly created senior post that will expand the shop’s research capabilities.
Dianne Robuck, formerly Hispanic media director for Focus Media in Los Angeles, has joined Montemayor as senior vice president and director of media and research. She becomes the only senior vice president on staff and ranks as the highest non-principal at the agency.
President Carlos Montemayor said Robuck’s hiring culminates six months of discussions with agency partners on how to keep pace with growth at the $32.5 million Latino agency in San Antonio.
“We’ve grown to the point where we needed a senior person in terms of media and research,” said Montemayor. The hiring of Robuck, who also had a stint at GSD&M in Austin, Texas, gives the shop added research experience to boost its media capabilities, according to Montemayor.
Robuck and Montemayor began talks earlier this summer concerning her return to Texas. She has been involved in Hispanic media buying and planning positions since 1982, when GSD&M assigned her Coors Brewing’s Spanish-language assignments.
Among the blue-chip clients she has served at agencies in Austin and California are Toyota, Proctor & Gamble and Sears.
“Like everybody, my [early] background is in the general market,” said Robuck. “But I really came to enjoy the Hispanic work.”
Neither Robuck or Montemayor would discuss whether she would eventually gain a stake in the agency. Besides Montemayor, the shop’s current principals are executive vice presidents Barbara Montemayor, Jerry Hough and Olga Bernal. Montemayor heads new business efforts at the shop while Hough is creative director.
Norma Gonzales remains as director of media at Montemayor and will report to Robuck.
Montemayor Hires Media, Research Pro
