To Hispanic In-Store Stew, A Dallas Shop Adds Spice

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Hispanic cultural events such as Diez y Seis de Septiembre (Mexican Independence Day, Sept. 16) have long provided venues for promoting major brands to Hispanic consumers. But with the growth of Hispanic retailers and the need for more data on the demo, marketers are gravitating to more targeted promotions, particularly in-store efforts, to reach the group, industry executives said.

Omnicom Group’s Dieste Harmel, a Dallas Hispanic agency, is the latest to enter the arena, preparing to open its new promotional unit, Spice, next week.

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