Printed on March 05, 2004 in DM News, www.dmnews.com
By: Mickey Alam Khan
Association of Direct Marketing launches its 11th
special interest group with the creation of a caucus
dedicated to Hispanic marketing.
The Hispanic Marketing Special Interest Group will
serve as an information and resource hub for
marketers planning to target Spanish speakers in the
United States. Its mandate includes awareness
generation, education, research, networking, and
This foray follows the New York-based Direct
Marketing Association's success with its own DMA
Hispanic Council, whose Directo Days conference is
scheduled for April 19 - 20 in New York. The CADM Hispanic
group's first chairman is Gustavo Gruber of Banta
Direct Marketing Group. The vice chair is Michael
Rodriguez of ePrize. Eduardo Alvarez of Leo Burnett
runs membership, and Cristina Benitez of Lazos
Latinos is a strategic adviser.
Among other steering committee members, Les and
Joyce Pinto of Les Pintos are in charge of events
along with Banta Corp.'s Ricardo Orozco; Manny
Rodriguez of Sears, Roebuck and Co. heads public
relations; and Luis M. Salces of LMS Communications
introduces the Hispanic group April 21 at the 50th
Annual Chicago DM Days & Expo on Chicago's Navy Pier.
A session planned for 3 p.m. that day titled "The
Hispanic TAR Model -- How to Target, Acquire and
Retain Hispanic Consumers" inaugurates the group.
Special interest groups were started two decades ago
at CADM. The others are Chicago Broadcast Direct,
Creative Exchange, CRM, Database, E-Commerce,
Entrepreneur, Financial Network, Nonprofit,
Production, and the Teleservices Network.
Reprinted with permission. DM News (www.dmnews.com).