Mercury Media launches Mercury en Español.

Mercury Media announced the creation of its first full service specialty practice, Mercury en Español. The practice will be the first in the direct response advertising industry to offer Hispanic, in-language advertisers a full suite of general market, integrated direct response services.

“We are launching Mercury en Español in response to industry demand for a full-service, measured media practice specializing in Hispanic, in-language direct response advertising,” said Ronald C. Pruett, Jr., CEO of Mercury Media. “Our ability to integrate Hispanic campaigns within the greater whole of any given advertiser’s marketing plan makes us a perfect candidate to lead this movement.”

Led by industry veteran Marcelino Miyares, Jr., will expand upon the agency’s current in-language direct response television offerings to include offerings across the burgeoning in-language internet, digital television and mobile marketing platforms. The full-suite of services will include account planning, creative management, production supervision, call center set-up and scripting, media planning, real-time campaign management and marketing analytics, among others.

“Our Hispanic DRTV business contributes to the overall growth of Mercury Media despite industry-wide losses because, year over year, this segment has proven itself a highly lucrative investment for our clients,” said Marcelino Miyares, Jr., Director of Mercury en Español. “Our goal is in launching Mercury en Español is to cement our position as a leader in the Hispanic DRTV space and demonstrate to new clients the difference between media performance and business performance. Smart marketers look to reach new audiences and ‘make the sale’ during a time when the bottom line matters most.”