While at Sosa, Bromley, Aguilar, Noble & Associates, Sosa also spent time working with the Latin American division of D'Arcy Masius Benton & Bowles, where he was the chairman until stepping down to work for KJN. Sosa's agency, who combined efforts with 13 other agencies, had joined the DMB&B/Americas consortium in 1995 in hopes of creating a "global Latin Village" of over 400 million Hispanic consumers (9). This collective effort combined consumers from the U.S., Mexico, Central and South America and the Caribbean.
A single, unified strategy became the goal of this group.
Sosa indefinitely felt that the clients who used this unified strategic approach--targeting this "global Latin Village"--received the "best of global training, strategic thinking and networking, along with the best of local expertise and entrepreneurial spirit" (9).
