Madison Avenue is a street in New York City that is famous for its many national advertising firms. In the late 1990s, Bromley Aguilar + Associates (one of the nation’s largest Hispanic marketing companies) moved into a former JC Penney building on Houston Street in San Antonio. Since at least 1999, both Houston Street and the city of San Antonio have been called the “Madison Avenue of Hispanic advertising.”
Trinity University - Profiles
Ten years ago, Frank Guerra ‘83, Trish DeBerry-Mejia ‘87, and Tess Coody ‘93, set out a vision to create a small business built around smart ideas, exceptional service, and quality work. Today, Guerra DeBerry Coody (GDC) is a full-service marketing and communications firm with 50-plus employees, $30 million in total billings, offices in San Antonio and Phoenix, Ariz., and a national reputation as a leader in Hispanic marketing. The firm’s family first philosophy and on-site day care facility has earned it accolades from Inc. Magazine, Working Mother, and Entrepreneur. Their headquarters building, a restored Civil War-era limestone building that was once an abandoned hotel and brothel, sits in the heart of San Antonio. The firm moved to the downtown area to be part of the revitalization of Houston Street, dubbed by GDC as the Madison Avenue of Hispanic advertising.
Downtown Redevelopment Gets Boost From Local Ad Agency; Bromley Aguilar + Associates Relocates To Former JC Penney Building
Business Wire, Oct 16, 1998
SAN ANTONIO--(BUSINESS WIRE)--Oct. 15, 1998—Bromley Aguilar + Associates, a national marketing agency headquartered in San Antonio, demonstrated its faith in the city’s downtown development efforts by restoring and relocating to a 55,000-square-foot building on Houston Street.
“As the country’s largest Hispanic marketing communications agency, we work with Fortune 500 companies on a daily basis and are measured side by side with Madison Avenue’s largest advertising agencies,” said Ernest Bromley, chairman and CEO of Bromley Aguilar + Associates. “Yet, we have never left our San Antonio roots. That’s part of what makes us successful.”
The Houston Street structure was built in 1917 as Burns Department Store. It was occupied by Kress prior to JC Penney selecting the site as its only San Antonio location in the late 1930s. The building remained vacant from 1984 until Bromley Aguilar announced its plans to renovate the building.
25 February 1999, San Antonio (TX) Express-News, “Hispanic ad agencies going for an even bigger slice of revenue pie” by Travis E. Poling, pg. 1D:
“This will showcase that San Antonio is pretty close to the new Madison Avenue of Hispanic advertising,” Inventiva Inc. President Heberto Gutierrez said.
2 August 1999, Los Angeles (CA) Times, “A Cultural Diamond in the Rough: San Antonio has emerged as an artistic and political mecca for Latinos” by Hector Tobar, pg. A1:
“San Antonio has become, without any doubt, the new Madison Avenue of Hispanic advertising,” says Heberto Gutierrez, chairman of the San Antonio Hispanic ...
8 August 2000, San Antonio (TX) Express-News, pg. 1B:
This year’s $18.4 million deal is the largest ad contract offered in the city many professionals are calling “the Madison Avenue of Hispanic advertising.”
17 November 2000, Austin (TX) Business Journal, “Hot in San Antonio: It’s advertising”:
“But in terms of who produces the advertising, San Antonio has become the Madison Avenue of Hispanic advertising.”
2 June 2002, San Antonio (TX) Express-News: pg. 3B:
We might take for granted that this city has its own Madison Avenue of Hispanic advertising agencies, but the rest of the country is noticing, too.
9 October 2004, San Antonio (TX) Express-News, pg. 10H:
Sosa described San Antonio as a “Madison Avenue of Hispanic advertising and marketing,” and as the “Mecca or capital of Latino communications nationwide.”
14 April 2005, San Antonio (TX) Express-News, pg. 3B:
But the reason it’s worth noting is the simple fact that it’s here, the city known as the ‘’Madison Avenue of Hispanic advertising.’’
San Antonio (TX) Business Journal
Friday, December 1, 2006
Marketing & Media
‘Godfathers of Hispanic Marketing’ take the stage
San Antonio Business Journal - by Andi Rodriguez
“Together again on the same stage” may sound like a reunion tour of a rock band, but it was wisdom and insight, rather than music, that had a standing room only crowd clamoring after Al Aguilar, Ernest Bromley and Lionel Sosa.
These “Godfathers of Hispanic Marketing” recently gathered together after being coaxed by the American Marketing Association into sharing their experiences for AMA’s new SAVision luncheon series, which focuses on Hispanic marketing.
One in five children born in the United States today is Latino and that makes the topic hotter than ever. “Los Pioneros y Padrinos” recounted their journey into Hispanic marketing when only slight acknowledgment of the demographic existed, and marketing dollars reflected that. Sosa, Bromley and Aguilar are credited with helping shape the direction of Hispanic marketing, creating not just a niche, but a national media movement. Their efforts increased awareness and budgets for the market, resulting in opened doors for many of today’s successful Latinos in the field of marketing, media and public relations both here in San Antonio and across the country.
Although modest about their success, all three men possess brilliant advertising minds. It is undisputed that the fruits of their labor lured numerous national advertising contracts and clients here to San Antonio and have changed the complexion of the industry.
“This has made our city the Madison Avenue of Hispanic Advertising,” Sosa says.
San Antonio (TX) Express-News
Our Lady of the Lake University to Offer Degree in Latino Marketing
Posted on: Monday, 29 January 2007, 15:01 CST
By Melissa Ludwig, San Antonio Express-News
Jan. 27—Our Lady of the Lake University on Friday announced a new bachelor’s degree in Hispanic marketing, one of the first of its kind in the nation.
The program, which will start in the fall, will train students to connect with a booming population of 42 million recent immigrants and established Hispanic families with robust buying power. Hispanics account for one of every seven Americans and have more spending money than any other minority group, according to U.S. Census figures and the State Department.
“This is almost like, ‘Duh,’” said Robert Bisking, dean of the business school. “It still astounds me that there are no other programs like this in the country.”
Well, almost no others. Last month, DePaul University in Chicago unveiled a similar major, and Florida State University offers a minor in Hispanic marketing and a graduate certificate.
But OLLU has an edge because of its location in San Antonio, home to several of the nation’s top Hispanic marketing agencies.
“We are the Madison Avenue of Hispanic advertising,” said Diane Huth, chairwoman of SAVision, the Hispanic marketing arm of the American Marketing Association. Agencies Bromley Communications in San Antonio is the largest Hispanic marketing agency in the nation.
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