Jan 14, 2008 6:05 AM, PROMO Xtra, By Patricia Odell

Aspen Marketing Services has acquired Experiencia, a Chicago-based Hispanic agency specializing in experiential and promotional marketing.

The deal enables Aspen Marketing, also based in Chicago, to expand its multicultural marketing capabilities across multiple categories. Experiencia will officially change its name to Aspen Latino today.

“Hispanic has been one of the highest growth areas for us,” said Cathy Lang, chief operating officer of Aspen Marketing. “There is a push to be able to speak to that Hispanic consumer in a way that is relevant. Experiencia brought to us a team of people that are really knowledgeable about the Hispanic market. Their combination of event and direct marketing expertise married up perfectly with Aspen.”

Paul Stringer, the managing director of Experiencia, has been named executive vice president of Aspen Latino. The firm’s roster of clients includes Quaker and Wyeth. Founded in 2004, Experiencia uses a combination of on and offline channels to reach the Hispanic market.

The deal marks the third acquisition by Aspen in the last six months. The company purchased Newgen Results Corp., a nationwide provider of integrated CRM solutions in October, and digital and relationship marketing firm Townsend Agency last July.

“As multicultural marketing becomes a more and more important part of our industry, we are excited to welcome Experiencia and launch Aspen Latino,” said Patrick O’Rahilly, chief executive officer of Aspen Marketing. “It’s important for integrated agencies like Aspen to have a strong Hispanic focus to better serve all aspects of our clients’ needs.”

Aspen Marketing Services, founded in 1986, is the largest privately held marketing services agency in the U.S. In addition to its Chicago headquarters, the agency has offices in Atlanta, Detroit, Los Angeles, Dallas, New York City, Phoenix, Morristown, NJ, Rosemont, IL, San Diego and Tampa, FL. Its services include direct marketing, consumer promotions, event marketing, PR, digital marketing, Hispanic marketing and database analytics. Its roster of clients includes General Motors, AT&T, Honeywell, Motorola, HP, Georgia-Pacific, Mutual of Omaha, Kraft Foods, JVC and Omaha Steaks. www.aspenms.com

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