Deutsch LA steps up focus on Hispanic marketing

Juan Oubina and Montse Barrena
Juan Oubina and Montse Barrena

The West Coast creative shop aims to help its brands tap into the Hispanic consumer market

LOS ANGELES — Deutsch LA is bolstering its Hispanic marketing practice with new leadership, as it looks to accelerate its growth in the market and further reach Hispanic consumers.

The LA-based creative shop has named Juan Oubina as its executive creative director and Montse Barrena as its EVP, group account director, for DLAtino. The pair will be leading the practice in their newly created roles.

Prior to DLAtino, Barrena and Oubina were on the leadership team at Grupo Gallegos, an independent Latino agency.

Deutsch LA launched DLAtino last year as a full-service integrated offering, in a bid to reach the important and growing Hispanic market in the US in a more strategic way. According to Deutsch LA, it has experienced rapid growth, rolling out Latino-focused campaigns for clients including 7Up, Dr Pepper and Taco Bell.

Mike Sheldon, chief executive of Deutsch LA said reaching Hispanic consumers has become a "top priority" industry-wide and is a huge area of growth for brands that "can’t be ignored."

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