Miami Shop Strengthens Texas Media Hub

DALLAS Viva Partnership has established a separate media division called Viva Media.

The new unit, which began operations in January, lists Wells Fargo, Jack Daniels and McCormick Co. among its clients.

Miami-based Viva Partnership previously handled media for clients with a staff of two, including Deborah Richmond, at a satellite office in San Antonio. Six-year veteran Richmond will now lead Viva Media’s staff of three as executive vice president in San Antonio, where she said the talent pool is greater than in Miami.

“Since spending [in Hispanic advertising] has expanded, we’re in more demand and we said let’s take advantage of it,” Richmond said. “Right now it seems a lot more creative agencies and public relations [shops] that don’t have full-service media departments are looking for partners that specialize in Hispanic.”