NEW YORK—Juan Davila, a veteran of positions at AT&T, Nabisco, Young & Rubicam and A&E Television Networks, has launched Comunicados, a new marketing communications firm that will help companies develop strategies for reaching the U.S. Hispanic market.
According to Davila, “In the past, reaching U.S. Hispanics meant appealing to the Cuban, Puerto Rican, and Mexican communities separately. Today, with more than 15 ethnic groups, appealing to Hispanics demands a unifying strategy for maximum reach.” In the Census 2000, the largest growth in the U.S. Hispanic population was among people of South and Central American origin, from countries such as Guatemala, Honduras, Panama, Nicaragua, Ecuador and Peru.
Davila will serve as president of the firm, and will be joined by Robert Pierot, a veteran maritime executive and venture capitalist, who will serve as CFO.
“A universal voice that successfully integrates U.S. and Hispanic messages can then transcend cultural sensibilities without ignoring them,” says Pierot. “It is more strategic and cost effective to reach a fragmented audience with a single message.”
The firm’s services include corporate communications, media relations, brand communications and employee communications.