By Kathy Tyrer
LOS ANGELES–Octavio Nuiry, a former account executive at Hispanic ad agency Mendoza, Rend-n & Amigos, has started a new, one-man Hispanic shop, ON Marketing.
The Long Beach, Calif.-based advertising and public relations agency has opened with one public affairs client, the Ballet Folkl-rico de Mexico. Nuiry is also in discussions with several other potential clients, he said, declining to name them.
‘Hispanic consumers are changing the way American corporations do business,’ he said, referring to the continuing growth of the Hispanic market.
‘Companies that advertise bilingually will survive; those that don’t, won’t,’ Nuiry said. ‘You can’t do business in Los Angeles, Miami, New York, Chicago and Houston, for example, without a Spanish language campaign,’ he explained.
Nuiry’s goal is to eventually transform his one-man operation into a full-service Hispanic agency.
Born in Havana, Cuba, Nuiry worked at Newport Beach, Calif.-based Mendoza, Rend-n and earlier incarnations of that agency for six years. Prior to that, he worked at public relations agency Burson-Marsteller.
Nuiry has worked on Hispanic advertising and public relations campaigns for companies including Nissan Motor Corp., Kraft Foods, NBC, Federal Express, Disneyland, Johnson & Johnson, Quaker Oats, Telemundo, Philip Morris Cos., and Lever Brothers. He also has worked with the Ballet Folkl-rica de Mexico at Mendoza, Rend-n.
The advertising executive has co-authored two directories on Hispanic marketing, The 1996 Complete Hispanic Media Directory and The 1997 National Hispanic Media Directory.
He has served two consecutive terms as president of the Los Angeles Hispanic Public Relations Association. Last year, the National Association of Hispanic Publications gave Nuiry the Amigo award for his commitment to Spanish-language print media.
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Nuiry Starts Own Hispanic Agency, Solo
