New Hispanic Agency Opens in Miami

ATLANTA A growing Hispanic marketing segment has prompted two ad executives to open a new agency.

Manuel Machado and Al Garcia-Serra have formed Machado/Garcia-Serra Publicidad in Miami to specialize in U.S. Hispanic and Latin American marketing, the shop said.

The agency has signed on Tiffany & Co.; Extenda, the trade organization for Andalusia, Spain; Sprint Yellow Pages; and Southeast Toyota Distributors.

CEO Machado’s resume includes stints at Burson-Marsteller, Univision and Bacardi. He founded the Meka Group in 1994 (now BVK/Meka), which handled clients such as Sprint PCS, Nortel, Nike and Tenet Health System.

COO Garcia-Serra was a founding partner of GS&B: Lintas in the 1980s, where he worked on accounts such as Procter & Gamble, McDonald’s, Coca-Cola Foods and Sara Lee.