Madison Avenue's Big Latin Beat

More companies are turning to Spanish-language advertising

Spanish-speaking Americans, currently 18 million strong, have long been a largely overlooked mass of consumers. But as many Hispanics grow more affluent, they are inspiring a Latin beat on Madison Avenue and a surge in Spanish-language advertising. More and more U.S. corporations are spending big money to woo Spanish speakers in their native tongue on radio, television and in print. Traditional English-language advertising agencies and a flock of bright, lively Hispanic firms are rushing to grab a piece of the business. Says Andres Sullivan, creative director of Mendoza, Dillon y Asociados, an eight-year-old Hispanic ad agency based in Newport Beach, Calif.:...