September 17, 1995 |
The creative session starts out sedately enough: three casually dressed writers, none older than 40, sit around an office, brainstorming a new advertising campaign for an over-the-counter stomach remedy. But when Cesar Martinez, Pablo Ragazzi and creative director Federico Traeger slip from straight-faced English into animated Spanish, the energy level rises. Soon, everyone is gesturing exuberantly and talking about indigestion with a passion, and humor, born of intimacy. Intestinal discomfort is a familiar subject in these quarters.
October 22, 1995
The fact that Brenda Bell all but ignored Hispanic advertising agencies in Los Angeles may be explained by the fact that she is based on Bainbridge Island, Wash. ("Ads. Ads. Ads. Buy. Buy. Buy. Bueno . Bueno . Bueno ." Sept. 17). Although I am an Anglo, I am also an Angeleno. I was disappointed that the article failed to mention the steps taken by Hispanic agencies in the L.A. area to acquire an increasing share of the Spanish-speaking advertising business. Sosa, Bromley, Aguilar, Noble and Associates may indeed be the first Hispanic Agency to top $100 million in annual billings, but I notice that that was done only by virtue of its merger with Noble & Asociados, a Southern California-based agency.
April 15, 1998 |
Lionel Sosa grew up on San Antonio's west side listening to his mother say he would be a success "even though you're Mexican." By the mid-1960s, he had launched a design studio that became the biggest in Texas. He later founded Sosa, Bromley, Aguilar, Noble & Associates--which became the largest Hispanic ad agency in the United States with annual billings of $100 million, and went on to head DMB&B Americas, a network of 20 ad agencies specializing in Latin America.