Latino Market Pros Form M3 in L.A.

LOS ANGELES M3 Alliance Consulting, a firm of consultants focused on the Hispanic market, has opened in Los Angeles.

M3 aims to provide marketing, media and management expertise to help mainstream U.S. companies break into the Hispanic marketplace, as well as to enable companies within the market to better focus their efforts.

The firm’s clients include Colgate-Palmolive, Nestle, Albertson’s, Kroger Companies, Ronco, Rolling Art Television, Galan Entertainment, Mexican American Legal Defense and Education Fund, City of Hope and Padres Contra el Cancer (Parents Against Cancer).

“Our purpose is to offer senior management a strategic resource, as opposed to tactical,” said founding partner Roberto Orci. “For anyone who goes into this market and is not first, the competition is higher, and the investment needs to be higher. Coming right out of the shoot, you have to do it a lot better than anyone else.”

In addition to Orci, founding partners Stephen Levin, William Wilkinson, David Hayes-Bautista, Maria Hayes-Bautista and Edgar Taylor lead M3.

Orci, 52, has been working on developing M3 since last July. Prior to that, he was president of Hispanic ad agency La Agencia de Orci, was brand manager and promotion manager at Procter & Gamble in Mexico, and was vp, management supervisor at Ogilvy & Mather in the U.S., Canada and Mexico.

Levin, 47, was formerly the head of sales and marketing for Telemundo and spent seven years as senior vice president and general manager of Telemundo-owned stations WNJU-TV in New York and KVEA-TV in Los Angeles.

Bringing to M3 experience in human resources and diversity management, production inclusion and community relations strategies, Wilkinson, 52, had been senior vice president of human resources for the Walt Disney Co.

David Hayes-Bautista, 57, continues to serve as professor of medicine and director of the Center for the Study of Latino Health and Culture at UCLA’s School of Medicine. Maria Hayes-Bautista, 48, also works at UCLA’s School of Medicine, where she is associate director for project coordination at the Center for the Study of Latino Health and Culture.

Taylor, 49, previously worked in sales management for Carnation Co. and in marketing management for Nestle USA, where he oversaw all segment marketing activities for the Hispanic, African American and Asian U.S. markets.

Each partner currently works out of his or her own office, Orci said.