Marketing Agency d2H Partners has acquired the iconic agency Arenas Group, the first Hispanic entertainment marketing agency of its kind in Hollywood.
Arenas Group was founded by Santiago Pozo in 1988 and went on to become a successful company, with an impressive legacy of clients, and has worked on more than 600 films and TV campaigns throughout its 31-year history. Some of those titles include Selena, Ugly Betty, Apocalypto, When They See Us, and Free Guy.
"This acquisition combines the strengths of two leading specialty boutiques at the intersection of direct-to-consumer advertising and the entertainment industry at a time when the industry is becoming more and more subscription-based. d2H's extensive experience in Media and Direct Response, and Consumer Insights will amplify the Arenas team's expertise in Go-To-Market Strategy, Publicity, Promotions, and Creative Advertising," said Marcelino Miyares, Jr., who leads the company with Patricia Testa.
"After 31 years of running Arenas, it is time for me to spend more time writing, making films, and helping other creators. I have other mountains to conquer, and I hope a rewarding new chapter is in front of me. I am delighted that entrepreneurs of the caliber of Patricia and Marcelino, and our next generation of marketers are going to take the company I founded to the next level," said Pozo, who will step down as CEO but remain an active participant in Creative and Strategic planning and direction.
To enhance its core capabilities beyond its home market in Los Angeles, Arenas Group has recently expanded to Miami, a market that will be led by Arturo Turincio, the new Director of Publicity and Promotions. With an experience that expands over 20 years and include key positions in Telemundo, Sony and in the marketing agency Moroch, Turincio will play a vital role in the company's growth efforts. Turincio will report to Alicia García de Angela, VP of Publicity and Promotions.
Testa said, "We are very excited to have Arturo Turincio on board, and to continue building upon Santiago's legacy, who single-handedly created the category of Spanish-language marketing of studio releases and opened the studios' eyes to Latino box-office potential. And there is plenty of room for growth for a well-established boutique, minority-owned and woman-owned agency like ours."
The newly formed Arenas Group will move its headquarters from Barham Boulevard in Hollywood to Downtown L.A.
