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January 12, 2001

Victoria Varela Hudson, president of San Antonio-based Hispanic ad agency Cartel Creativo jumped with members of the award-winning U.S. Army Parachute Team, the Golden Knights. She joined Assistant Secretary of the Army John P. McLaurin III as part of a trip to observe the famous skydiving team that promotes Army recruiting. Her ad agency began handling the Army's Hispanic marketing communications initiatives last June in conjunction with the Army's lead agency, Chicago-based Leo Burnett USA and the African-American ad agency Images USA, based in Atlanta. With her participation in this spectacular jump, Varela Hudson becomes the first-ever Latina ad agency president to skydive with the Golden Knights.

As a symbol of the U.S. Army's continued focus on creating a diverse military force, the president of its Hispanic advertising agency participated in a tandem parachute jump on Monday, Feb. 5, at the Army's Yuma Proving Grounds, 25 miles north of Yuma, Arizona, during a visit to observe the Army's famous skydiving team at their winter quarters.

"The U.S. Army is moving to the forefront on diversity issues because it is focused on recruiting and retaining minority youth through new, more effective cultural approaches," said Varela Hudson. She explained that the U.S. Army today brings its marketing strategy group and agencies together at the onset of every project to create strategies and ad messages that speak directly and "in culture" to America's ethnically diverse youth.

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