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Rick Marroquin has joined Interpublic’s Mediabrands as managing director to head a new business unit focusing on Hispanic and multicultural media and marketing.
Marroquin is tasked with building a department to service the needs of clients at Initiative and Universal McCann, the two big IPG shops overseen by Mediabrands.
Currently, those duties are handled on an as-needed basis by the agencies, often working with outside specialty firms. Neither shop currently has a dedicated multicultural practice, but combined they place an estimated $300-400 million in Hispanic ads for clients such as Initiative’s Home Depot and UM’s Sony.
Mediabrands said it was developing the unit to take advantage of the growth opportunities afforded by the $900 billion that U.S.
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