The San Jose Network Welcomes Creative Powerhouse

CHICAGO (November 29, 2006)  The San Jose Network (SJN), the largest marketing communications group exclusively serving the U.S. Hispanic and Latin American markets, has announced the addition of Miami-based agency Firefly. This marks the latest addition to a network that already consists of 25 affiliated agencies serving 25 countries.

Firefly was added to SJN to complement a seasoned creative network addressing a marketplace need–solutions that touch beyond the traditional marketing and branding strategies.

“Many U.S.-based companies are beginning to realize the rapid transformation of the Hispanic segment,” said Tatiana Vieira, executive director of SJN. “With Firefly as part of the network, we will be able to expand our creative initiatives to offer more approaches to this evolving segment.”

Hector Prado, founder of Firefly and winner of over 150 creative awards, brings 17 years of experience to the network. Respected industry leaders like George L. San Jose, president and COO of SJN, consider him to be a “genuine veteran” in the world of creative media. Prado was also selected to be a judge for this year’s El Ojo de Iberoamerica, one of the largest international advertising festivals.

Firefly began as a division of The Lab in Miami, which Prado co-founded with Pablo Trench, a Hispanic advertising veteran. The division then separated from The Lab in September 2006 and began operations as an independent agency.

Firefly’s main strategy involves the creation of an “entertainment with the brand experience.” The agency leverages its inventive insights and emerging trends to create different personalities associated with their clients’ brands. Prado compares this concept to the 2000 Tom Hanks film Cast Away, where a Wilson volleyball unexpectedly emerges as a critical, supporting character.

Firefly, which has creative teams in Miami, Buenos Aires and S√ɬ£o Paulo, has produced creative initiatives for such companies as  HBO, American Airlines and Procter & Gamble. They have recently joined SJN’s Creative Board and creative community, Inner Circle, joining a team of industry veterans to provide clients with unparalleled creative solutions.

About The San Jose Group

Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information, visit