Grey Units Form MediaComLatino

NEW YORK MediaCom is partnering with sister Grey Global Group shop WING Latino Group, creating MediaComLatino, a joint venture offering Hispanic media buying services.

MediaComLatino in New York will be led by co-directors Jose Aybar, vice president and managing director of WING Latino Group, and Maria Cueva, vice president and director of joint ventures at MediaCom. Jackie Bird, president and CEO of WING Latino Group, and Jon Mandel, co-CEO and chief negotiating officer of MediaCom, will serve as MediaComLatino’s strategic and operational directors, respectively, a MediaCom representative said.

The growth of the Hispanic population (last month the U.S. census confirmed that Latinos are the largest minority in the U.S.) was the impetus for creating a media buying division devoted to that market, the representative said.

“Our goal is to level the playing field. Hispanics currently represent 13 percent of the total U.S. population and $540 billion of consumer buying clout, but companies are investing less than 3.2 percent of their advertising budgets to target Hispanics, undeniably missing a huge opportunity,” Mandel said in a statement.

WING Latino Group was formed two years ago as a Hispanic marketing communications operation.