Major Minority Push

In a twin-pronged ef-fort to generate new business in the Southwest and Northeast, Publicis in the U.S. has hired Isaac Lasky and Jose Gonzalez.

Both men, veteran Latino market-ers, will spearhead a growth initiative led by Publicis Sanchez & Levitan, the agency’s Hispanic marketing division.

Lasky will serve as senior principal and director of client services and marketing at PS&L’s Dallas location. Gonzalez will head up a newly opened office in New York.

Lasky is a 30-year marketing communications veteran who served as director of Hispanic marketing at Coca-Cola USA and director of U.S. and international Hispanic marketing at American Express. First on his task sheet at PS&L will be persuading Publicis clients to expand their efforts in the Latino sector.

“We want to convince them of the nobility and profitability of the Hispanic market,” Lasky said. “We have a vast portfolio of clients, and there needs to be a lot of selling to convince [them] that going after this population is a good investment.”

Lasky plans to sell clients by helping them understand a Latino community that has grown from 6 percent of the U.S. population in 1980 to 10 percent in 2000. “The projection for 2020 is 16 percent, so because the base is bigger, there’s a tremendous opportunity for advertisers,” he said.

Lasky and Gonzalez will report directly to PS&L co-chairmen Aida Levitan and Fausto Sanchez. Lasky will be joined at the 80-person Dallas office by principals Noemi Ricalo and Rudy Bozas, who will continue to supervise existing accounts.