MARC Enters Joint Hispanic Venture

CHICAGO MARC USA has launched a joint venture in Miami called Marca Hispanic LLC.

The Pittsburgh-based agency network entered into the partnership with Tony Nieves, who will serve as president of the new shop, and Armando Hernandez, who takes the title executive vice president, chief creative officer.

Nieves most recently was at WPP Group’s Ogilvy & Mather, where his posts included managing director for the agency’s Latin American office in Miami and general manager for Ogilvy’s outpost in Caracas, Venezuela.

Hernandez was at WPP’s Young & Rubicam in Miami, where he was senior vice president, creative director.

Marca will work in a suite adjacent to MARC’s Miami office, and draw on the resources of that outpost’s 40-person staff, which is largely bilingual, an agency representative said. Nieves and Hernandez are Marca’s sole employees. They will seek Hispanic target business as well as offer greater access to that audience for existing MARC clients.

In addition to its Pittsburgh headquarters, MARC maintains offices in Chicago, Dallas, Indianapolis, Miami and Orlando, Fla.