Hispanic marketing veterans Pablo Trench and Hector Prado have formed The Lab, billed as the first Hispanic branded entertainment firm.
Trench had been VP-managing director of TV production company Promofilm US; Prado had been creative director of Zubi Advertising. Both resigned their posts to open The Lab on Feb. 1 in Miami.
As Spanish-language media grows and mainstream marketers embrace branded entertainment, “the only way to convert this crossroad into an opportunity is, first, to create 30-second commercials that are much more entertaining, and second, to explore new non-traditional venues to connect with consumers at an emotional level,” Trench said in a statement.
The shop is working on a direct-response campaign to launch a barbecue grill to U.S. Hispanics.
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