Anita Santiago

OCCUPATION Advertising executive who creates Spanish-language ad campaigns

GOAL To help mainstream companies reach out to the Hispanic audience

QUOTE "This culture has been beaten up and not given the admiration it deserves. I like bringing the spotlight to it."

Her first client was Columbia Pictures, which was trying to figure out a way to market La Bamba, its 1987 movie about rock star Ritchie Valens, to the Latino audience. That same year she won a Clio Award--the first ever given to a Spanish-language ad--for a Mountain Bell commercial. Now, as head of her own agency based in Santa Monica,...

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