Latina agency owners form marketing alliance

Posted by Elena del Valle on August 15, 2007

Latina Agency Alliance members

Gabriela Neves, Pat Pulido, Yvonne “Bonnie” Garcia, Coco Corona, Zully Gonzalez, founding members of Latina Agency Alliance

Photo: Latina Agency Alliance

San Antonio, Texas ––Five Latina marketing agency principals recently formed a marketing alliance, the Latina Agency Alliance (LAA), a coast-to-coast network of advertising, marketing and communications services targeting United States Latinos. The alliance members have offices in San Antonio, Los Angeles, San Francisco, Chicago and New York City; an employee base of 75; and access to a pool of 3,000 brand ambassadors.

The concept was spearheaded by Yvonne “Bonnie” Garcia, owner of San Antonio-based Market Vision. The other members of the network of independently owned Latina companies are Coco Corona, president, By Design Multimedia, a Hispanic marketing, special events and production company located in Vallejo, California; Zully Gonzalez, president, LatinSolutions, Inc., Long Beach, California, an event marketing and promotions agency; Gabriela Neves, owner, LatinFactory, Inc., a New York City-based events and experiential marketing company; and Pat Pulido-Sanchez, president and chief executive officer, Pulido Sanchez Communications, LLC in Chicago, a strategic marketing communications agency.

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“It’s almost like a comadres network,” said Garcia, who plans to keep the alliance small with only eight members. Part of the alliance is to support each other through joint ventures,” said Gonzalez, when asked about the advantages and challenges of the alliance. “I think first and foremost is respecting the concept of alliance as opposed to partner. The alliance is more of a support group.”The Latina agency owners hope the alliance will expand their business opportunities; provide a forum where they can share capabilities and resources with likeminded agency owners, refer clients, mentor young Latina entrepreneurs; and facilitate collaboration on solutions to business issues the Latina-owned firms faces daily.

“Part of the alliance is to support each other through joint ventures,” said Gonzalez, when asked about the advantages and challenges of the alliance. “I think first and foremost is respecting the concept of alliance as opposed to partner. The alliance is more of a support group.”

The first entrepreneur in her family, Gonzalez, like the other alliance members, has worked closely with Garcia for the last few years. The decision to form the alliance was sudden. It was a “kind of premonition,” Garcia explained during a phone conversation. She contacted her colleagues on a Friday afternoon and by the following Monday they had made the decision.

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