Word: santiagos
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...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, Calif., with clients as diverse as Wells Fargo Bank and the Carl's Jr. hamburger chain, Anita Santiago is the most prominent ad executive in a hot niche. Latinos spend $300 billion annually, an amount that will double in the next five years. "A lot of time you see [ad agencies] translating spots, just taking their general advertising campaign and adjusting it," she says. "You really have...
...Jersey-born Santiago, 46, was raised in Cuba and Venezuela by an American father and a Spanish mother, so "I really understand this market," she says. Her ads frequently stress family values, important to Latinos. A campaign for the California milk board features families enjoying milk recipes; another for Wells Fargo shows a grandfather telling a baby why he trusts the bank. With $16 million in billings last year, her agency is profitable and growing. "We don't want to be the biggest Hispanic agency," she says. "We want to be the best...
...generalissimo will return to a country no longer in his thrall. When he left Chile in September 1998 it was as self-appointed senator-for-life and a self-satisfied former military ruler who had deigned to allow civilians once again to govern. When his plane lands in Santiago - a capital now ruled, once again, by the very Socialist party Pinochet overthrew in his 1973 coup - he won't be greeted as a national hero. Neither president-elect Ricardo Lagos nor outgoing President Eduardo Frei will be at the airport, and the general is expected to be welcomed...
...court was more hedged with exact signs and symbols of degree than that of the Spanish monarchy. Velazquez spent much of his adult life lobbying, campaigning, espaliering the family tree and sucking up to the noblesse in order to be granted the red cross of a Knight of Santiago; it meant more to him than any picture--whereas to us it means nothing, except as evidence of a great artist's hunger for social distinction. Yes, we would like to know more about Velazquez, but in front of the paintings it doesn't seem so bad that...
...killers feared him more after he was dead than when he had been alive: all of it is scalded into the mind and memory of those defiant times. He would resurrect, young people shouted in the late '60s; I can remember fervently proclaiming it in the streets of Santiago, Chile, while similar vows exploded across Latin America. !No lo vamos a olvidar! We won't let him be forgotten...