May 23, 2007 6:04 AM, PROMO Xtra, By Betsy Spethmann

Rodriguez

The Marketing Arm has formed a multi-cultural marketing division and hired Michael Rodriguez to run it.

Rodriguez joined the agency on May 1 as director, multi-cultural marketing group in Marketing Arm’s Dallas headquarters. He’s starting out with Hispanic work for undisclosed current Marketing Arm clients.

The agency plans to hire one or two additional staffers for the division to join Rodriguez and account manager Jaime Vasquez.

Rodriguez had been vice president-managing director at ePrize before joining Marketing Arm. Earlier, he had been a director at digital marketing agency Fishbowl, and before that he founded The Cultural Marketing Group, an Hispanic agency.

The Marketing Arm ranked No. 1 in the 2006 PROMO 100 with estimated 2005 net revenue of $56 million. The new multi-cultural unit complements specialties in Marketing Arm’s other divisions: USM&P (events), Millsport (sports), Davie-Brown (entertainment) and ipsh (mobile-phone marketing).

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