Andy Morris & Co. to Evolve ‘Latina’

NEW YORK Andy Morris & Co. plans to position Latina magazine as more than a niche publication. The independent shop, which recently added the title’s public relations account, will strive to portray Latina as a “cultural force” and a key opinion leader for the growing U.S. Hispanic population, the agency said.

Work from the New York shop will consist of media outreach as well as general publicity. Fees were not disclosed.

Formed two years ago by principals Andy Morris and Judith King, the shop is no stranger to media clients. It also works for Showtime, the National Geographic Channel and The Fader Magazine, as well as for Pfizer, Salon Mexico and the WalkerGroup.