Two graduates of the Ringling School of Art and Design in Sarasota are plying their trade as creatives in a unique niche. Pedro Pérez and his wife Roseanne Avella-Pérez are helping businesses connect with the Hispanic consumer. They formed Nuevo Advertising Group in Sarasota just over a year ago and have already amassed an impressive track record.
“The Tampa Bay Storm called us within seven days of the start of their season and wanted us to help them launch a radio program in Spanish,” says Pedro Pérez, co-owner of the agency (www.nuevoadvertising.com). In seven days we secured on-air talnet and the radio agreement, made an inventory for the commercial space and sold it. Hooters was first to sign as well as Champ Sports.”
In one recent week, Pérez signed on AAA Auto Club South, the Florida State Fair, the Sarasota Convention Center and Panga Boats in Sarasota.”AAA South just gained a new market, Puerto Rico,” Pérez explains.”We’re helping with translation of theirmaterials to Spanish. In future steps we’ll add Spanish to their Web site and then start a Spanish initiative to cover all their markets in Florida, other southern state and now Puerto Rico.”
Pérez, who is also a vice president of the Suncoast chapter of the Advertising Federation and diversity chair at the district level, says that in the Tampa Bay area alone there are plenty of reasons to target the Hispanic consumer. “Hispanic buying power per year in Sarasota and Manatee is $1.5 billion,” he says. “It’s $4.8 billion in Tampa and $8.5 bilion thoughout the region. That’s a huge market.”