"Hispanic marketing has long been underserved by the U.S. media," Mr. Donaton said.

The company has a director of Hispanic marketing, picked up from Tupperware Mexico, and is printing its catalogue in Spanish.

Lattimer Moffit Communications, Atlanta, which specializes in Hispanic marketing, will help Match develop a campaign.

An April 1981 issue of Advertising Age, which was devoted to Hispanic marketing, cited one of the most important studies available to advertisers about the Hispanic market.

It published 46 print issues a year in addition to Brandweek.com and a series of e-mail newsletters focusing on shopper, digital, Hispanic and green marketing.

One show, "Forever Tango," has greatly extended its Broadway run thanks to nontraditional Hispanic marketing that included such innovations as handing out fliers at dance clubs.

"We do not automatically equate Hispanic marketing with Spanish-language advertising," he said.

Ferrer USA is an American advertising and marketing agency that specializes in new media, out-of-home, branded entertainment, mobile, cause, and Hispanic marketing.

In April, Bacardi had awarded its Hispanic marketing to Castor Spanish International Advertising.

Featured, along with his Hispanic marketing and communications company, Makin' It Work - Pronto!