The First 20 years

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

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2002

2003

2004

2005

2006

2007

The Agency opens as The Hispanic Group in a warehouse in Culver City, California, with no windows and no clients.

The Agency's first client: Columbia Pictures.The Agency recommended a completely different strategy to sell the movie "La Bamba" to Latinos. Result: The biggest crossover hit in history.

For Paracelsus Healthcare, paper dolls were a delicate way to address Latinos about infertility.

“¡riquí-See-mos!” means “delicious” and incorporates the client’s name. This outdoor board for See’s Candies also showed Hispanics that they could buy varieties in a mixed box,

Using a popular
format, this foto novela explains
the concept of health insurance
for Blue Cross.

The Agency designed this kit for Blue Cross of California agents, as well as for use as a counter- top brochure display.

For the California Department of Health Services, children express their concern over parent’s smoking habits in a series of poignant testimonials.

For United Way. “Step by step down the road of hope” reflected a departure from the general market English-language campaign.

For Juanita’s Foods, the Agency addressed the issue of canned foods for Latinas.


	Gamesa owned 95% share of the cookie market in Mexico. They wanted the Agency to help them with the rest of North America.

“I’m dying for a smoke.” The face of the campaign in this memorable bus board for the State.

The Century Council is a consortium of distillers committed to responsible consumption. This point-of-purchase poster read, “To buy it, prove it” helping proprietors control sales to minors.

“Short age, short answer.” Convenience store poster addresses underage drinking for the Century Council.

“If you drink, don’t drive.” Century Council poster directed at young Latinos.

A mother asks forgiveness from her baby for having smoked during the pregnancy in this dramatic spot for the California Department of Health Services.


	“These numbers could save your life.” Hard statistics on chemicals and the effects of smoking in a newspaper ad for the State of California.

For the State: A woman’s relationship with cigarettes leads to a revelation of addiction.

The campaign featuring youngsters speaking directly to adults about their smoking continues in this series of testimonials.

Bilingual Tobacco Control bus shelter poster targeting acculturated Latinas who might be tempted to smoke.

California Department of Health Services commercial showing how the young use adults as role models, for better or worse.

The Agency gets
a new name and a
new logo.

Milk recipe card for
a traditional family favorite.

“Will your savings grow as rapidly as he will?” First Interstate Bank brochure promoting savings to Latinos.

Shot by Emanuel Lubeski,
two-time Oscar nominee, this commercial for the California Milk Processor Board portrays milk’s rich heritage in the Latino community.

For the State, an empty chair symbolizes a family member who will never meet his new grandchild since smoking took his life.

To differentiate itself from Home Depot, the Agency developed a themeline that emphasized the client’s name: “The foundation of a home.” The same language was adopted for the English-language general market campaign.

“Remember that someone special is waiting for you.” An unorthodox sentimental approach to the volatile subject of drinking and driving for the Century Council.

School teachers sing
the joys of Carl’s Jr. hamburgers in an operatic acapella spot.

Children are featured prominently in this spot for Carl’s Jr.

Another execution of the Milk campaign’s theme in an outdoor treatment.

“Made with Milk and Love.” A king bus board for the California Milk Processor Board.

“And you, have you given them enough milk today?” Outdoor for the California Milk Processor Board.

Three generations of women share their favorite recipes in this Milk commercial set in a kitchen.

A double hamburger commercial had to have twins.

A Milk recipe booklet that still gets requests years after the advertising for it stopped.

The Happy Star Meal for Kids was the hero of this spot for Carl’s Jr. Restaurants.

Another Milk commercial, with dad making a guest appearance in the kitchen.

A step back in time to a traditional kitchen in Mexico with grandmother teaching her granddaughter what Milk means to the family.

A page from the recipe book for Milk.

Tobacco Education spot showing the importance of role modeling as children imitate behaviors.

Quebradita, a popular Mexican dance that originated in Southern California. Means the “little back breaker” reflecting what it can do when the pace picks up in this spot for Carl’s Jr.

A table top beauty shot for a Spanish-language network added- value promotion for Milk.

Five generations are followed in this commercial for Milk.

A family calls home to Mexico to get the exact ingredients for a favorite recipe from grandmother in this commercial for Milk.

After appearing in the Milk commercials, this youngster appeared in outdoor showing Hispanics that milk wasn’t just for recipes.

“Let’s get to know each other.” A very popular brochure that
introduced all of Wells Fargo’s
services.

Special effects with a hip-hop beat for Carl’s Jr.

An elegant, slow and sensuous bolero is danced for the Carl’s Jr. Super Star hamburger.

A steak sandwich from Carl’s Jr. is sold using the malambo, a dramatically rhythmic dance.

“Easy Access” was the theme of this educational brochure on ATM’s for Wells Fargo Bank.

“Get Current!” “Chispita” (Sparky) was the Latino spokesdog for the California Public Utilities Commission deregulation announcements. Sparky was featured in televison spots as well as outdoor and collateral.

A bus shelter poster for Milk asking the now familiar question.

A commercial for Victory Over Violence, an outreach program for women in abusive domestic situations.

For a Carl’s Jr. spicy hamburger, the expressive tango was chosen as the vehicle.

“With her eye on the future.” An appearance
in People en Español.

The vallenato, a traditional Colombian dance, features extremely fast footwork and a captivating song for Carl’s Jr.

“Ask for it today.” This Wells Fargo brochure serves as an introduction to the bank’s credit cards.

Percussion rap used instruments to bridge the generations for Carl’s Jr. Restaurants.

In this Latin rock spot, three generations get into the groove for Carl’s Jr.

The Agency invented a cowboy boot tap dance that used the sound of stomping boots to create a unique rhythm that carries the message home for a Western Double Bacon Cheeseburger for Carl’s Jr. Restaurants.

“Strawberry Smoothie.”
A grandmother is wise enough to find a way around soft drinks for a healthier sweet cold drink made of milk.

“Family, Love and Milk.” The new campaign theme for Milk in an outdoor execution.

Using a colorful, segmented screen with gymnasts, this spot for a Carl’s Jr. promotion did so well it was used in English in the general market as well.

In a continuation of the new Milk theme line, a contest was held for children to submit their ideas on how to illustrate the theme. It was won by a seven-year old girl from Fresno, California. The unveiling of the outdoor board was an event featured on Spanish-language television stations throughout California.

In this aspirational commercial for Wells Fargo Bank, a family looks to buy a new car.

This mambo tap dance for Carl’s Jr. combines traditional tap with a Latin flavor to create a brand new approach to selling sandwiches.

Latina singer Debbie Nova appeared in this music video spot for Carl’s Jr.

“I’m still in the business of selling words.”

“Anita Santiago is the most prominent ad executive in a hot niche.”

The first in a series of music video spots for Carl’s Jr. featuring rising talent Charlie Bravo.

Business Week
Frontier. Who’s Hot.
Got Spanish? “Anita
Santiago helps
advertisers bridge the gap between Anglo and Latino cultures.”

A little boy can’t sleep, so dad puts him at ease with bedtime stories and a glass of milk.

Soccer stars dribble, bounce and kick the ball everywhere in this popular spot for Carl’s Jr.

A granddaughter has always wondered what her successful grandmother’s secret was. The answer is milk.

“Checking, savings and more.” A Wells Fargo brochure that offers an overview of banking services for Latinos.

“Danger of death! Don’t be the next victim of tobacco.” A predatory icon underscores the message of this outdoor board for the California Department of Health Services.

Even the cat has a taste for milk in this spot for the California Milk Processor Board.

The singer Jessica Jimenez is introduced in this spot for Carl’s Jr.

The De los Reyes family of Cuban percussionists for Carl’s Jr.

“Don’t believe it.” A newspaper ad for the State that warns readers that the tobacco industry manipulates the truth.

A little girl shops with her dad for all the ingredients of three-milk cake. This milk commercial shows a purchasing moment which is unusual in that it portrays a father and daughter pairing in a Spanish-language commercial.

“Experience and banking services since 1852.” This outdoor introduces Wells Fargo’s rich heritage to Texas where the brand was not well known.

“You and Wells Fargo, Opening Roads.” Outdoor for Wells Fargo Bank in Texas, New Mexico, Arizona and California.

Karina Nuvo introduces a new Carl’s Jr. hamburger
in this memorable spot.

A restaurant owner expands to a second location thanks to the Wells Fargo Bank program for loans to Hispanic small-business owners.

A magazine ad for the State addressing young Latinas with a message warning them about the tobacco industry targeting them.

The Agency is featured on CNN-FN.

Wells Fargo understands the abiding importance of rituals in the lives of Latinos. This commercial shows a young couple starting out on their journey together.

A boa symbolizes the insidious nature of nicotine addiction for Tobacco Control.

A young couple fulfills their dream of home ownership in this Wells Fargo spot featuring home loan products.

Outdoor for Wells Fargo with a play on words: in Spanish, cuenta means “account,” but it also means “reliable.”

A tender scene of accomplishment illustrates Wells Fargo’s role in advancing the Latino lifestyle.


A dad takes his daughter shopping for ingredients for a Mom’s three-milk cake. Highlights a new and unusual role for dad.

Wells Fargo customers represent the loyalty the bank inspires through its dedication and service to Hispanics.

Outdoor celebrating Wells Fargo’s 150 years of service with free checking.

A Foster Farms print ad highlighting the freshness of their chicken.

A Wells Fargo television spot reflects the bank’s continuing support of Latino small business owners

A boa symbolizes the insidious nature of nicotine addiction for Tobacco Control.

	Illustrating multiple use of milk in the Latino household, everyone in this family enjoys milk, including the cat.


The Foster Farms’ chicken characters (“The Foster Imposters”) are Latinized, in humorous situations that are relevant to the Latino consumer.

A young couple fulfills their dream of home ownership in this Wells Fargo spot featuring home loan products.

Busboard for the Gas Company shows customers how to save.

A newsletter created for Foster Farms with news and recipes.

Wells Fargo celebrates Cinco de Mayo with a colorful treatment of the iconic stagecoach wheel.

Online work for Southern California Gas Company.

The Wells Fargo stagecoaches stand represent advancement with the theme line: Abriendo caminos –“Forging ahead to your success.”

Wells Fargo celebrates Cinco de Mayo with a colorful treatment of the iconic stagecoach wheel.

A combined customized promotion at an IKEA store created traffic and introduced the customer to the unique qualities of IKEA

Bulletin for PacifiCare.

The key to a home loan, available from Wells Fargo’s Home Mortgage.

A Wells Fargo print ad shows a friendly banker who welcoming customers in Spanish.

An IKEA print ad reflecting the store design to emphasize the wide range of products.

Wellls Fargo promotes convienent online banking services.

A bus wrap featuring IKEA images to announce the grand opening of a new store.

The importance of family portrayed in a Wells Fargo print ad that honors Latino heritage.


IKEA television campaign uses split screens to show product transformations and the range of styles available.

Mom always appreciates money being sent home via Wells Fargo.

A Wells Fargo print ad sponsoring Hispanic Achievement

Wells Fargo helps you organize your personal finances.

An in-store banner for Wells Fargo money transfer services.

ASA launches new TV, radio, print and OOH campaign for long-time Client, Wells Fargo Bank.

ASA becomes the Hispanic AOR for Picturehouse and develops plans for Pan’s Labyrinth. Pan’s becomes the highest grossing Spanish-language film in US history.

ASA becomes the new Hispanic AOR for Nielsen Research after an extensive search.

Agency develops new TV ads for IKEA.

Print ads are developed to celebrate Hispanic Heritage month.

ASA becomes Hispanic AOR for Compass Bank.

ASA supports the opening of the new Picturehouse releases.

ASA produces first Spanish-language.US website for IKEA.