LatinWorks Recruits Young

LatinWorks has hired Curt Young as manager of business development.

Young is charged with supervising the growth of the Hispanic advertising agency in Austin, Texas, a responsibility previously handled primarily by co-founders Manny Flores and Alejandro Ruelas.

Young will initially evaluate solicitations and possible strategic relationships with general-market agencies. “There’s a buzz about this agency, and my job is to focus and see how we can be smart about our growth,” he said.

The agency also plans to actively seek new business, particularly in the market segments that have not traditionally reached out to Hispanic consumers, like pharmaceuticals, he said.

Education will become a large part of the job once he initiates new-business searches.”With clients, we have to educate them to know the market exists and Hispanic consumers want to be talked to, want the relationship,” Young said. “I can use facts to prove to them this is a smart investment.”

Harder, he said, will be convincing general-market agencies of the benefits of partnering with a Latino agency. “We need to make sure [they know] the value is in the assets we bring,” Young said. “We’re not taking revenue away from them because in the long term our work will help increase revenue for them.”

Young joins 3-year-old LatinWorks following a short stint at Lyon Advertising, a small Austin shop founded by ex-staffers of crosstown agency GSD&M. Prior to joining Lyon last year as vice president of client services, Young was director of business development at the Austin office of Bcom3’s Leo Burnett Technology Group, which is now named LBWorks. He was instrumental in building that office from a handful of workers to more than 30 employees. Motorola, Sprint Business and Lucent Technologies were among Young’s clients.

Young said the thrill of building relationships again with Fortune 500 companies, coupled with the opportunity to work in the “exploding” Hispanic market segment, attracted him to LatinWorks. Beech-Nut, Miller Lite and Genuine Draft, Johnnie Walker, Hennessy and Greyhound are among the agency’s accounts.

The agency claimed 2001 billings and revenue were up 116 percent and 90 percent to $40 million and$4 million, respectively.

Last year the shop joined The Syndicate, Ogilvy & Mather’s network of independent agencies.