GlobaWorks Hispanic AOR For FleetBoston Financial.

FleetBoston Financial has named New York based GlobalWorks Group LLC its multicultural advertising agency of record.

GlobalWorks’ initial assignment is to develop a marketing program that will expand and build upon Fleet’s current marketing efforts to serve the Hispanic community. “This program is to complement Fleet’s strategy to market our wide array of personal financial services, from basic checking, to credit cards, to online banking and online investing to both current and new customers. The needs of our Hispanic customers, and our Hispanic customers themselves, are very diverse. GlobalWorks will work with us to develop the best value proposition for these customers and make Fleet the bank of choice for the multi-faceted Hispanic community,” said Anne Finucane, Executive Vice President and Director of Corporate Marketing and Communications at Fleet.

Said Yuri Radzievsky, CEO of GlobalWorks: “Because the Hispanic marketplace is, from a cultural standpoint, so multi-dimensional, we will concentrate on messages and media that give Fleet a cohesive brand presence that connects with the diverse Hispanic sensibility.