Marketers turn to mainstream media shops for Hispanic segment

07/2/2007 | Adweek

Heineken USA's consolidation of its Hispanic media buying and planning business with Publicis Groupe's MediaVest is part of a trend of companies targeting Hispanics hiring general market media shops to ensure strong ROI, according to this article. "We believe we can realize some efficiencies from that kind of consolidation," said Andrew Glaser, Heineken USA brand director.

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