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Director Robert Rodriguez ("Sin City," "From Dusk Till Dawn") and his television network El Rey have partnered with Vice's agency Virtue to form La Reyna, an agency that will connect brands with the Latinx market. Based in Austin, Texas, the new company will offer creative and strategic services and lean on Virtue for analytics, production and technology. Rodriguez will be creative chairman of La Reyna. Managing Director and Chief Strategy Officer Omar Quiones joins from Anomaly, where he was group strategy director. Chief Growth Officer Theresa Vargas Wyatt and Chief Operating Officer Josh Stein both join from El Rey. La Reyna's first client is Estrella Jalisco, AB-InBev's Mexican beer brand.

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