European Stars and Stripes (Newspaper) - January 13, 1991, Darmstadt, Hesse                                Page 14 a the stars and stripes sunday january 13, 1991 business new business booms for latino and firm by Renee Hainks Dpi correspondent san Antonio a Sosa amp associates now the largest hispanic advertising Agency in the country plans to move like a freight train through the 1990s. The 9-Ycar-old company Between 1988 and 1989 doubled its Billings to More than $55 million and expects the final tally for 1990 to double again. A if we done to hit it we re going to be very close. We re going to go after $100 million a said company founder and chairman Lionel Sosa. A five years from now we will probably be about $280 million and 10 years from now we will be a $500 million company a Sosa said. Homegrown in mostly hispanic san Antonio Sosa amp associates recently joined forces with a general Market advertising Agency Selling a 49 percent share to new York based do Arcy Masius Benton amp Bowles. And week which named Sosa amp associates its 1990 advertising Agency of the year in the Southwest attributed part of the company s burst of business last year to the recent marriage. A about three fourths of the larger agencies do have affiliations with general Market agencies because it helps both. It helps the general Market Agency give total service and it helps the hispanic Agency get new business and have doors open for it a Sosa said. A i know its been Good for us a he said. A it does give us the ability to grow at a much faster rate. It gives us the ability to learn from general Market agencies and it exposes our people to other people who work on a global  his company s client roster includes american airlines Anheuser Busch Burger King coca cola Usa get Hiram Walker inc. And Westinghouse inc. Sosa was president of a local general Market Agency cafes Europe s sales jump because of desert shield by Steve Taylor Munich Bureau Munich Germany a operation desert shield has boosted sales for the european Exchange service by nearly $45 million. Exchange service sales in Europe were up 9 percent or $13 million to $163 million for december 1990 compared with december 1989, and sales in saudi Arabia Are $31 million since aug. 4. But cafes Europe officials said its too Early to Tell whether  make any profit on desert shield citing huge Start up expenses caused by the operation. Air Force master sgt. Dayton Strickland an cafes Europe spokesman said those expenses include leasing two warehouses totalling 145,000 Square feet travel and temporary duty expenses for about 75 employees and car rentals. Exchange officials attribute the sales increase in european stores to the huge spending spree of deploying troops. A a. Quot a / a a. Troops in Europe quickly snatched up such things As health care items military clothing batteries and radios Strickland said. To meet the increased demand the Exchange service quickly shipped in $8 million Worth of merchandise from the United states he said. Unit purchases also helped sales. Some units ordered a items like portable showers Power saws cots and mos Quito nets Strickland said. Those items went obtained by cafes in Many areas through special purchases on the local Economy he said. One drawback is that cafes stores it some areas have closed because most of their customers Are in the desert while other  have reduced hours because they be lost Many of there employees Strickland said however that Only those outlets that depended on troop sales such Asahe Burger bar at Panzer Cavern in Bowling in have it Een closed. In Germany fewer than 10 outlets Bayet Jeen closed or Are proposed for closing in the near future he said. The reduction in hours at other locations stems from the loss of military employees who worked for cafes in their off duty hours. In other cases spouses of deploying service members quit their jobs to spend More time with their children and to save on child care expenses a. 7. Quot a. -_7--. A a a off duty military workers and family members typically make up three fourths of the cafes work Force in Europe. While exact figures were not available on the number of vacant positions Strickland said the exchanges will attempt to replace los workers. Even so there will be jobs waiting for service Mem ers arid their spouses after the crisis he said. A we never had a problem with not having enough openings a he said. \ a. A a a a a a. A. A. A. A a a a a a a a. When that Agency was asked to handle the hispanic portion of a Republican candidates Senate Campaign in Texas in 1978. Other accounts political and commercial began pouring in. A fall of a sudden Here we were a general Market Agency with 65 percent of our business from the hispanic Market. At that Point i said a hey there is a real Opportunity Here a a a Sosa said he struck out on his own in january 1981, opening an office and hiring a Secretary. Ernest Bromley a local University instructor was brought on Board. Bromley now president of Sosa amp associates developed an innovative approach to hispanic marketing that broke away from the tired approaches of the past. Many hispanic agencies in the Early 1980s were spending their time merely translating advertisements for general Market agencies. A we saw the Market from another Point of View a Sosa said dismissing the Assumption that All hispanics speak Spanish most of the time. Bromley studied 33 markets to determine whether the dominant language among hispanics was Spanish or English. A a. A a. A aaa v for example Sosa said English is the dominant language among hispanics in Albuquerque n.m., a because there Haven to been Many recent  a however with hispanics in los Angeles Miami new York and Chicago there Are so Many recent arrivals that they Are definitely Spanish dominant a he said. A san Antonio Texas is the most bilingual of All hispanic markets. About 75 percent of hispanics in san Antonio Are bilingual so we spend part time with English and part time with Spanish a Sosa said. A we Are Able to or maximize Media effectiveness a Sosa who is hispanic has also made Iri Point to avoid stereotypes he said. / a hispanics need to be portrayed it As any other americans a Sosa said. A every year Yor be advertising that is More attuned to How hispanics want to be portrayed. Research is constantly being done these  hispanics Are t foe fastest growing minority in the country and along with other minorities already make up 30 percent of the country a population Sosa said. The attitude that advertisers can afford to do minority marketing As an afterthought is changing Sosa said. More companies Are saying a a a lets look at the entire universe. We have working women. We have kids. We have senior citizens and we have Blacks and we have hispanics a a he said. A the major change i have seen particularly in the past year is the mainstreaming of hispanic marketing a Sosa said likening it to the evolution of marketing efforts directed at Black Consumers. A Yovu knows i wont rut weapons the tactics. And the strategy Stephcn Coontie. Butnor of flt int of toe intruder. From the bestselling author of team Yankee and sword Point n Coyle save 10% with our top paperbacks for january Bright Star is one of ten popular paperback titles we be discounted 10% from cover Price for the month of january. And you la find a new and exciting selection of top 10 paperbacks available each and every month at a stars and stripes Bookstore near you. Our top 10 paperbacks for january Are Bright a Covert War in the Mionie East explodes into a superpower showdown 1. Daddy Only $4.95 2. Bright Star Only $4.45 3. A time of War a Only $4.45 4. Angel of darkness Only $3,55 5 Saddam Hussein amp the crisis in the Gulf Only $5.35 you can save Money every Day with the numerous Magazine paperback and hardcover titles we be discounted for you. Bookstore customers have already saved More than $300,000 in fiscal 1991. 6. Nemesis Only 7. Pretty women 8. Toxic parents 9. The Eye of the 10. Star trek eyes a Only $4.05 $5.35 a Only $4.45 a Only $5.35 world a Only $5. Of the beholder at your 35 Bookstore if if if if f if if if if if if if if if