TIM: Our niche that we've kind of carved out for ourselves in terms of `What are we bringing to the party that no one else can?' is an insight into the Hispanic market that we don't think our competitors, to a large degree, possess. And we've kind of narrowed that down, in its simplest form, to erasing stereotypes.

JOE: We’ve come a long way in our society understanding that different cultures and different languages are an added benefit to this country not a determent to this country.

TIM: Moira! Would you do me a favor, sweetheart? Would you go into Joey Castro's office--the giant eraser--the Erase Stereotypes kit? This is kind of a door opener, a first step. We would have a reel, an agency reel, and a little note that would suggest to them that if we could have five minutes of their time, we think that we can make a difference in how they may be approaching the Hispanic market.

JOE: Now we have an opportunity to communicate to Hispanics in almost three different languages.

HATTIE: Oh?

JOE: The total Spanish, Spanglish and English. Spanglish. Spanglish is (Spanish spoken)--`How are you feeling today?' The average age of the employees right now is the early 30s . They are all cross over bi-cultural Hispanics who understand both what it’s like to live in the general market and in their Hispanic culture.