Ad Results Inc., the nation's leading direct response agency specializing in live-radio endorsements, has opened a division targeting Hispanics in Houston and other markets nationwide.
Called ARI Hispanic, the startup focuses on the country's fastest-growing minority group. A few undisclosed clients already have signed up with the shop, which shares its Houston headquarters with its parent.
“I think the challenge is how to increase your sales to the Hispanic market,” said Jana Kusin, formerly director of marketing for Houston at Cingular Wireless and now partner in ARI Hispanic. “Advertisers know that it's a growing market, and for them to grow as a company they must know how to reach out.”
The agency offers strategy and media buying, as well as writing copy for spots endorsed live by radio disc jockeys. It will focus on radio, television and, to a lesser degree, print.
ARI Hispanic will apply a proprietary electronic direct response tracking system created by Ad Results. This is for media campaigns linking Hispanic consumers responding to live and print endorsements with the actual purchase of the product.
Such advertising and systems aim to generate telephone calls, Web site visits and sales.
Russell Lindley and Marshall Williams in 1998 founded ARI Hispanic parent Ad Results. The agency has annual revenue of nearly $60 million. A staff of 22 serves more than 20 business-to-consumer clients nationwide like Ralston Purina, Cingular Wireless, Everyone's Internet and Select Comfort Sleep Systems.
ARI Hispanic is Ad Results' first official foray into ethnic markets after initial activity in the Hispanic market. U.S. Hispanic market ad spending is estimated at $2.5 billion a year.
Kusin was appointed to head the new company based on her two decades in advertising. Besides Cingular, her experience includes time at Nestle Waters North America on brands like Ozarka Natural Spring Water and Zephyrhills Spring Water. She began Hispanic marketing campaigns for her previous employers.