We are in Adage

Despite Recession, Startup Hispanic Endeavors Grow

By Laurel Wentz

Published: November 02, 2009

NEW YORK (AdAge.com) -- Despite the tough economy, new U.S. Hispanic ventures keep opening, and established agencies are raiding general-market shops to build up expertise in areas the Hispanic market still lacks, such as digital.

GREENCARD CREATIVE: Planner Tatiana Pages (r.), sibling at Dominican Republic agency Pages BBDO, has started her own New York shop with John Castrillion.

Tatiana Pages, a planner and one of five siblings from the Pages family that runs the Dominican Republic's top agency Pages BBDO, has opened her own New York agency along with Creative Director John Castrillion. The agency, Greencard Creative, is aimed at American Latinos.

Ms. Pages was at BBDO until early this year as a group planning director-Hispanic. She worked with U.S. and Latin American offices, and clients like Gallo and Campbell's, to identify U.S. Hispanic opportunities.