Hispanic Shops Confront Future of Media Buying

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Unlike the general market, where unbundling has become the norm during the past decade, the U.S. Hispanic market has been slow to separate media buying from creative. Now, though, the competition for Spanish- language buying is starting to heat up as a major media-agency player enters the $3 billion segment. At stake is market share in the fastest-growing population and media categories in the U.S.

“We obviously were looking for a solution to this growing market, and we needed instant credibility,” said OMD North America chief executive Page Thompson about OMD Latino, its new union with sibling Omnicom Group Hispanic shop del Rivero Messianu.

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