Ad agency created by, for
Arizona Republic/Arizona Business Gazette
Sept 30, 2004
The Hispanic population in Maricopa County is expected to grow to a majority by
2010, according to U.S. Census Bureau figures. Rosa and Javier Macias, owners of
the state's newest Spanish-speaking advertising agency, Del Sol Hispanic
Advertising, are seeking to help those of their own culture operate their
businesses successfully by using advertising targeted to the Spanish-speaking
The couple, who arrived in the United States in 1990 from Mexico City, are well
versed in the challenges facing Hispanics in Arizona. Their biggest challenge 14
years ago, according to Rosa, was learning to speak the language. Understanding
their new country's economy, laws and legal system was also difficult. The pair
enrolled in school to learn English, a process that took "about three years,"
In 1997, the couple opened their Mueblena del Sol, a furniture store that caters
to the Spanish-speaking market. By advertising on Univision, the
Spanish-language television station broadcast from Phoenix, the store was able
to pull in a target market of first-time furniture buyers, many of whom had
recently arrived in the country from Mexico. Using what they had learned in
setting up their business, the Maciases showed customers how to use a legal
contract, establish credit and arrange for bank financing. Now with four
locations in the Valley, Muebleria del Sol posted $4.5 million in sales in 2003.
This year, the couple launched Del Sol Hispanic Advertising in response to the
huge demand they see for advertising tailored to the Hispanic market.
"Since we know the Mexican culture and the way Hispanic people plan their
purchasing decisions, we can help our clients reach this market easily and
affordably," Rosa says. The agency's initial clientele is largely composed of
tenants from the couple's four Valley strip mall locations that house their
furniture stores. These include Mexican-style meat markets, or carnicerias,
bakeries, beauty salons, check cashing stores and other Hispanic mom and pop
The agency has five employees who help clients with planning and buying
television, radio, newspaper, magazine and direct mail advertising.
The firm's corporate office in Phoenix is linked with a broadcasting production
company in Hermosillo, Mexico, that creates Spanish-speaking audio/video
products such as infomercials, industrial videos and television and radio spots.
There is also an on-site art department that creates display advertising, print
products, Web pages and business media cards.
According to Francisco Javier Serrano, the agency's account manager, the firm's
success is based on firsthand knowledge of the Hispanic culture.
"We know where our clients like to grocery shop, what kind of cars they like to
drive, what type of music they listen to and the holidays that are important to
By targeting advertising within the state's two Spanish-language newspapers, for
instance, Serrano can show clients how to reach customers who need everything
from piņatas for a child's birthday party to Spanish-speaking attorneys and
Del Sol is working with representatives from the city of Phoenix to produce
seminars for Hispanic small-business owners in the Valley, focusing on opening
and establishing a successful venture with the use of targeted advertising.
"From our years of operating a furniture business, we know what works to bring
in buyers," Macias says.
"With Del Sol, we can show our clients how to grow and where their advertising
dollar is best spent."