LattimerMoffitt Forms Oye! in Atlanta

ATLANTA LattimerMoffitt Communications said that it has recently launched a Hispanic division of its full-service multicultural advertising agency.

The minority-owned Atlanta shop said that Oye! would provide culturally relevant marketing communications services to clients interested in reaching the Latino market. Mayi Sanchez has been named partner and will head the new division.

Sanchez, a 20-year advertising veteran, has worked at LattimerMoffitt for the past three years developing Hispanic ad campaigns for clients such as Georgia Power and Southern Company, according to the agency. Her resume also lists agency tenures at J. Walter Thompson in Atlanta and Young & Rubicam in Mexico.

“Oye! is an exciting venture for LattimerMoffitt because, although we have always specialized in multicultural marketing, it allows us to place greater emphasis on Latinos and educate our clients,” said Sanchez.

Oye! is derived from the Spanish verb “oir,” which means to hear or to listen, according to LattimerMoffitt.