Alicea Assumes Presidency of ViVA

DALLAS ViVA, an independent Hispanic advertising and public relations firm, has appointed Loreyne Alicea president, the shop said.

Effective immediately, Alicea assumes the title previously held by founder Linda Lane Gonzalez, who will remain chief executive officer. Responding to the agency’s rapid growth over the last year, Gonzalez will now focus her attention on strategic planning and creative development.

In her new role, Alicea will manage the day-to-day operations of the Miami-based shop and its San Antonio subsidiaries for both the U.S. Hispanic and Latin America markets as well as its membership in ICOM, a global network of agencies in 52 countries.

Prior to joining ViVA, Alicea was senior vice president at GrupoUno International in Coral Gables, Fla., where she was responsible for account services and reinforcing the agency network in Latin America. Alicea also has held posts at 141 Worldwide and Latin American Access, a Hispanic-focused Web development and e-commerce firm she co-founded.

ViVA’s current clients include Verizon Wireless, Uniroyal, Meow Mix, Entenmann’s, Dexatrim, GMAC Mortgage and Avianca Airlines.