MIAMI—The Jeffrey Group, an independent marketing, communications and public relations firm focused on the Latin America and Florida markets, has launched a new Hispanic division called Axeso.
Axeso will be led by firm president Jorge Ortega and group director Mike Valdés-Fauli. Ortega, who joined The Jeffrey Group in February, was previously the founder and managing director of the U.S. Hispanic practice at WPP’s Burson-Marsteller and Valdés-Fauli was formerly account director at Conexión, a Hispanic public relations firm.
The Jeffrey Group initially introduced Axeso to its existing clients such as Kodak, Atkins and Sony Ericsson, and now plans to begin marketing the new division to other prospective clients including major brands targeting the Hispanic population as well as those companies just beginning to tap into this $700 billion market.
Both Ortega and Valdés-Fauli have extensive Hispanic market experience helping companies such as Miller Brewing Company, Gatorade, Barnes & Noble, Hospital Corporation of America, Astra-Zeneca, Unilever, Ford Motor Company, General Electric Financial and Payless Shoes, among others. Services will include brand marketing, corporate communications, issues management and community relations.
“This is a natural extension of the work our firm has been doing in the Latin American region,” Ortega says. “The evolution and cross-border transfer of media content, the overlap in cultural values and language, and the economic, social and political power of the Latino market makes this a logical business decision.”