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NEW YORK LatinWorks, the Austin, Texas-based Hispanic shop best known for its Bud Light Super Bowl spots, has acquired a 51 percent stake in Cultura, a Dallas-based Hispanic ad agency.
The acquisition gives LatinWorks controlling interest of Cultura with Omnicom’s Diversified Agency Services (DAS) unit retaining its minority interest (49 percent) in the Dallas shop, said Manny Flores, CEO and managing partner, LatinWorks, in a telephone interview. Omnicom also is a minority stakeholder in LatinWorks.
Per the agreement, Cultura will integrate its business operations, employees and client roster into LatinWorks, adding clients such as Kimberly-Clark, Lowe’s Home Improvement, Mars and the Texas Lottery to a list that includes Anheuser-Busch, Batanga, Domino’s Pizza, ESPN Deportes and Hyundai, Flores said.
A seamless transition is planned to ensure that clients new to LatinWorks receive the same level of service and creative they’ve experienced in the past, Flores said.
“We
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