December 10

Hispanic marketing veteran, Luis Caballero, has joined forces with Concussion partners Andrew Yanez and Allen Wallach to launch Matador Latino Marketing Group. Caballero, Matador’s president, brings national multicultural marketing experience from both the client-side and agency perspectives via stints at Sosa & Associates and TracyLocke, as well as Yum! Brands (Taco Bell), Subway and Church’s Chicken, among others. While client side he hired and managed national Hispanic agencies such as Creativo Cartel, Ornelas & Associates and Dieste, Harmel and Partners. Matador targets national clients that seek an alternative to traditional marketing approaches. The firm was founded on the principle of “branding at the point of contact” through a strategy called Brand Roots –– a bottom up approach  combining cultural insights with brand activation and the discipline of field marketing. For more information, check out www.thebullfight.com <http://www.thebullfight.com> .