MIAMI—Jorge Ortega, until recently president of The Jeffrey Group, and Eduardo del Rivero, founder and former partner of del Rivero Messianu/DDB Advertising, have joined forces with Sergio Roitberg, founder and chairman of Newlink Group to create Newlink America, a new communications management consultancy addressing Hispanic audiences.
“Neither advertising nor public relations alone present a viable singular communications option to link today’s web-connected consumer of information and messages,” says Ortega. “Eduardo and I realized that the lines between communications disciplines will forever be erased and chose to partner Sergio Roitberg, to create a firm that breaks traditional boundaries of marketing thinking.”
Ortega will lead Newlink America, partnering with del Rivero, a marketing professional and founder of a Hispanic advertising agency, who later sold his firm to Omnicom. Together they have decades of expertise and perspective on the U.S. Hispanic, multicultural and south Florida markets, strengthened by the resources of Newlink Group, a $20 million communications conglomerate led by Roitberg that has offices throughout Latin America and includes Newlink Political, a public affairs and political marketing firm; Newlink Research, the market insights practice; and Newlink Factory, the dedicated in-house creative team.
Ortega was most recently president of The Jeffrey Group, building a Latin America-focused PR firm into a larger Americas agency. Prior to his nearly six years with The Jeffrey Group, Ortega spent sixteen years with Burson-Marsteller, in key management positions across the Americas.