The 2003 presentation by Aida Levitan, later the president of the Association of Hispanic Advertising Agencies, concluded that AHAA agencies needed to keep adapting and delivering solutions in the new environment and the crossover work (the culturally relevant English advertising) is a great example of how AHAA agencies continue to deliver solutions to the market.
Moreover, the entire structure of the industry was changed by the shifts in the relationship between the general market and Hispanic ad agencies. A few years ago Hispanic entrepreneurs independently owned many of the largest Latino ad agencies. Today, international conglomerates, going for a slice of an expanding market, have acquired a number of Hispanic ad agencies.
Due to these acquisitions, together with limitations on the divulging financial information, imposed by the Sarbanes-Oxley law, some of the biggest Hispanic ad agencies no longer appear among the Top 25 Hispanic Advertising Agencies list. They fail to provide necessary data. There is another structural change, which has diluted the numbers. It is a trend, involving the creation of multicultural agencies (rather than Hispanic-market-specific ones).
However, despite the dilution, the total billings of the Top Hispanic Ad Agencies list have jumped this year from one point two hundred and seventy six billion dollars in 2004 to one point four hundred and sixty seven billion dollars (full fifteen percent).
This year Hispanic Business Magazine has provided two lists: The Top 25 Hispanic Advertising Agencies directory and information on the activities of large agencies, included in previous directories that did not provide the 2005 data. It is done to give a more complete picture of the U.S. Hispanic ad billings size and growth.
The 2005 Top 25 Hispanic Ad Agencies, ranked by gross reported billings (in millions of dollars) are the following:
1. Tapestry, The Multicultural Division of Starcom MediaVest Group
2. Zubi Advertising Services
3. Lopez Negrete Communications
4. The Cartel Group
5. Arvizu Advertising & Promotions
6. la comunidad
7. Castells & Asociados Advertising
8. The San Jose Group
10. Acento Advertising
11. La Gente de RLR
12. Creative Civilization - An Aguilar/Girard Agency
13. Viva Partnership
15. Euro RSCG Latino
16. Headquarters Advertising
17. Anita Santiago Advertising
19. Hill Holliday Hispanic
20. MASS Hispanic Marketing
23. Espanol Marketing & Communications Inc.
24. Ethnic Marketing Group
25. LatinSphere Advertising
The next list of agencies belongs to the Top Hispanic Ad Agencies, which have not reported the revenues in 2005:
· The Bravo Group
· Bromley Communications
· Casanova Pendrill Inc.
· Dieste Harmel & Partners
· Lapnz Integrated Hispanic Marketing
· The Vidal Partnership
The Association of Hispanic Advertising Agencies provides a leadership in raising awareness of the value of the Hispanic market to advertisers and other communities; grows and strengthens the Hispanic marketing and advertising industry; promotes and encourages high standards, conducts and ethics by means of study, discussion and education, regarding the Hispanic marketing and advertising industry.