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Hispanics comprise nearly 42 percent of the population of Los Angeles. Yet the city’s venerable arts institution The Getty Center has found its mix of antiquities and contemporary work a tough sell among Latinos. That is, until the Long Beach-based marketing firm Grupo Gallegos was hired to spark interest among the city’s Spanish-speaking citizens.
In fact, Grupo Gallegos was so successful in luring fans to a summer concert last July featuring the Grammy Award-winning Colombian singer Andrea Echeverri, that concert-goers caused a traffic jam on the freeway exit leading to The Getty.
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