Formula Launches Hispanic Practice
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Formula Launches Hispanic Practice

Formula, a national public relations boutique with offices in San Diego, Los Angeles and New York, has launched a sister agency, Formulatin, which will leverage Formula’s 16-year history of creating programs for Hispanic target audiences.

Paul Holmes

SAN DIEGO—Formula, a national public relations boutique with offices in San Diego, Los Angeles and New York, has launched a sister agency, Formulatin, which will leverage Formula’s 16-year history of working with clients in categories including consumer products and services, business-to-business, lifestyle, sports and entertainment to create public relations programs for Hispanic target audiences.

 

“Our desire to launch Formulatin was driven by a number of factors, including the ongoing growth of the Hispanic marketplace, big brand interest in reaching this target audience, and the need for PR firms to offer an authentic point-of-view,” says Michael Olguin, president of  both Formula and Formulatin.

 

Formulatin clients currently include cerveza Tecate, Tecate Light and Tequila Herradura. Since 2005, the Formulatin team has helped Tecate, the Mexican cerveza, connect with its target audience—unacculturated Mexican adults in the U.S.—by supporting national programs such as boxing and soccer with an aggressive media relations campaign aimed at both Hispanic and general market media.

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