Trone adds to Hispanic marketing staff
Trone, a High Point advertising and public relations agency, has added two new executives to work with its Uniroyal Tire account in the Hispanic market.
Pilar Viatela, a new assistant account executive, comes to Trone from Que Pasa, North Carolina's largest Hispanic media company. She has a master's degree in mass communications from the University of South Carolina. Viatela is a native of Bogota, Colombia.
Helga Moya has also joined Trone as an assistant account executive. Moya is a native of Santiago, Chile, Moya was an honors student at Elon University.
Trone said that its Hispanic practice is directed through, La Conexion de Trone, its multicultural division.
Its clients include Liverpool, Mexico's largest department store chain. Trone helped the company launch a new service in Los Angeles so Mexicans living in Southern California could buy Liverpool merchandise online or through a call center and have it delivered to their relatives and friends in Mexico.
For Uniroyal Tire, La Conexion guides the Hispanic components of the nationwide youth soccer
program, which links soccer families with local Uniroyal dealers. The department created a cartoon superhero known as "Llanta Man" (Tire Man) to serve as the spokesman for a Uniroyal public service campaign about proper automotive and tire maintenance.
The cartoon is produced in the style of a "historieta," a Hispanic-style comic book popular in Latin America and Hispanic neighborhoods in the United States.