LOS ANGELES, CA – August. 29, 2014 – (HISPANICIZE WIRE) – John Echeveste, founding partner of VPE Tradigital Communications, one of the country’s most established Hispanic public relations firms, announced today his retirement from the agency to assume a new position as CEO of LA Plaza de Cultura y Artes in Los Angeles. Patricia Pérez will continue to lead the agency as managing partner.

“I’ve had an extraordinary opportunity over the last 26 years to work with a talented group of staff members, clients and colleagues who all share the common commitment to serve the Latino community in a meaningful and respectful way,” Echeveste said. “The opportunity to lead LA Plaza represents an exciting new direction in my career to continue my work in advancing the contributions of Hispanic Americans.”

Established in 1988, VPE has grown to become one of the country’s most recognized Hispanic-owned agencies with staff located in Los Angeles and New York. The company’s established client roster includes Fortune 500 companies Verizon, Southern California Edison, Disney and others; Latino cultural organizations including the Museum of Latin American Art in Long Beach and the Los Angeles Theatre Center; and a variety of other non-profit and public sector organizations.

“I’m excited to continue providing our clients the same quality service they’ve come to expect from our agency, except that now it will be provided by a woman-owned business,” said Pérez. “I am truly happy that John found a new career direction and that La Plaza found an excellent CEO.”

VPE Tradigital Communications is a Latino-owned, full-service agency that combines traditional and digital communications strategies to help clients engage with Hispanic and general markets in the U.S. and global markets around the world.