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Introducing Pinta, the new shop aimed at cross-cultural marketing

It’s pret­ty impos­si­ble these days for any­one with media jobs in online adver­tis­ing agen­cies to ignore the grow­ing influ­ence of His­pan­ic con­sumers. Busi­ness devel­op­ment man­agers who want to tap into this expand­ing audi­ence might do well to take note of a new devel­op­ment from the spe­cial­ist agency Jef­frey­Group, which is launch­ing a spin-off shop called Pin­ta to aug­ment its exist­ing empha­sis on Span­ish-speak­ing con­sumers. The art of cross-cul­­tur­al mar­ket­ing  The new shop will oper­ate out of offices in New York, Los Ange­les and Mia­mi (where, like its par­ent Jef­frey­Group, it’ll be head­quar­tered). Any busi­ness devel­op­ment man­ag­er who feels a blend of puz­zle­ment and intrigue over its cho­sen name will get an “Aha!” moment as soon as they real­ize it’s the Span­ish word for “paint” and is intend­ed to metaphor­i­cal­ly evoke “the art of cross-cul­­tur­al mar­ket­ing.” Upon its launch, it will have 20 employ­ees who between them will work with a ver­i­ta­ble A‑list of brand names, includ­ing John­nie Walk­er, Face­book, 21st Cen­tu­ry Fox’s “Fox His­pan­ic Media”, Dia­geo, Toron­­to-Dom­in­ion Bank’s sub­di­vi­sion TD Bank and T‑Mobile US. The senior VP of mar­ket­ing, brand and adver­tis­ing at T‑Mobile US, Peter DeLu­ca, said, “The His­pan­ic mar­ket for T‑Mobile is extreme­ly impor­tant.” His com­pa­ny launched a…

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