Ketchum Veteran Launches Hispanic Marketing Firm
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Ketchum Veteran Launches Hispanic Marketing Firm

José Villaseñor, who launched the U.S. Hispanic markets group at Ketchum, has launched his own firm, The Norte Group, which will provide a broad range of Hispanic communications.

Paul Holmes

DALLAS—José Villaseñor,  who launched the U.S. Hispanic markets group at Ketchum, has launched his own firm, The Norte Group, which will provide a broad range of Hispanic communications, with a focus on what Villaseñor calls the Hispanic “middle class plus”—households with annual income of more than $50,000.

The firm’s first clients are VALOR Telecom, an Irving, Texas-based telecommunications company and Arlington, Texas-based Donruss, a leading trading card company and Hurst, Texas-based UICI a niche insurance provider. Villaseñor has worked clients including Miller Brewing Company, Visa USA, Wendy’s, The Clorox Company, and Time Warner Cable.

Earlier this year Betsy Helgager, leader of Ketchum’s African-American markets group left to launch her own agency.

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