Partners Coronado & Barrientos bring enviable design resumés to The Río Group Advertising Agency

 

by María Eugenia Guerra

 

"We want our clients to have an edge so that they can compete well in their own market, and we do that by being a full service marketing and design company," said Francisco Barrientos, partner in The Río Group Advertising Agency, L.L.C. "We can create anything that has to do with developing a concept, branding, advertising, or corporate identity. We offer all production services for print, radio, and television, as well as web design."

Barrientos and his partner Rosa Elia Coronado may be the new kids on the media services block in Laredo , but they certainly don't lack for experience. The two bring to the table enviable resumes for graphic design and marketing. Coronado, who has a degree in fine arts, has a decade of graphic design experience with the San Antonio Express-News and Texas A&M International University , and an impressive stint as art director for Creative Civilization of San Antonio, an Aguilar agency.

Barrientos, who is well versed in printing by way of a family business, holds a Bachelor of Fine Arts in visual communications. A former designer for Radio Shack, a division of Tandy Corporation out of Ft. Worth , he also served as publications coordinator for TAMIU for the last six years.

"There's a rising standard for what an advertising firm should be in Laredo ," said Coronado . " Laredo has become more demanding about what it wants and needs to sell products and to create images. We are an agency that brings experience and professionalism to Laredo ."

"The mold is breaking for what Laredoans expect of an advertising agency," said Barrientos. "There's a new level of sophistication in communicating the virtues or products and services. There are a lot of clever business owners looking for that conceptual advantage in advertising that puts them ahead of the pack. Don't underestimate that Laredoans won't understand what you are trying to say."

"We take a great deal of pride in being communications professionals, but it is also part of our work ethic to offer smart concepts," said Coronado .

"We work with Laredo businesses to promote their message with creativity and fresh ideas," said Barrientos. "We do this by listening to the client, understanding the market, and developing ideas skillfully. In essence, we become part of their team. We are on hand when they launch their idea or product or campaign."

"It's not just about design. It's also about developing a relationship with the client," said Coronado . "We're with them all along the way. We want to be sure the effort worked."

"Our customer service sets us apart," said Barrientos. "The client has our undivided attention. Our experience, skills, and backgrounds all go into the process of developing an image for the client. The two gender points of view provide balance and help us cover all bases. It is important to us to keep up with market trends and technology."

"Our experience at media buying also sets us apart," said Coronado, who under the tutelage of Al Aguilar in San Antonio managed the San Antonio Spurs account for two years, including the design of the team's logo, tickets, and billboards. "We are well networked with colleagues at other agencies who know artists and photographers with specific skills for specific projects. We are also fast. We meet our deadlines."

"We don't just want to establish a reputation in Laredo ," said Barrientos. "We want to be known outside of Laredo . We want to sell Laredo to Monterrey businesses. Mexican companies skip the border and go to agencies in San Antonio or further north. We need to wave our flags higher and get them to target the Laredo market," he said, adding that he and Coronado are proud to be part of the city's explosive growth.

"We do funny things with language here on the border, lots of word play," said Coronado . "Our culture has a great deal of input into our everyday lives. We're bilingual and proud to be. We capitalize on that. We also take pride in our work. It's about whether the work was good and if worked for our client."

Barrientos and Coronado count among their clients the City of Laredo , WBCA, the San Antonio Museum of Art, the Mexican American Cultural Center , Westwind Homes, and Grand Slam Gear.

You can reach Coronado and Barrientos at 727-7880 or visit their offices at 1502 Cortez.