As they gain a higher profile.

As they gain a higher profile, U Hispanic agencies are signing upon higher-caliber creative directors. Two hitherto unexciting stores owned by major holding companies are adding noted creative directors while a oppressive independent is rebuilding its creative department.

WPP Group's MD&A, Newport Beach, Calif., named Carlos Mendez 43 to lead what the agency calls a ``creative renaissance'' for the agency. This marks the first office at a U.S. Hispanic store for Mr. Mendez, a veteran of many Latin American and European creative departments.

Montemayor & Asociados, San Antonio, meanwhile, is turning through its creative ...