DirecTV selects Euro RSCG Latino as Hispanic AOR.

DirecTV, Inc. has named Euro RSCG Latino as the creative and media agency-of-record for its Spanish-language programming service. In this position, the New York-based firm will handle all marketing communications functions.

“This year, DirecTV is changing the face of its Spanish-language programming platform and is excited to bring in a fresh, creative perspective to help develop a new relationship with and communicate new messages to our Spanish-language customers across the country,” said John De Armas, vice president, International, DirecTV, Inc. “After reviewing a number of top U.S. Hispanic agencies, Euro RSCG Latino met our needs on all levels. They came to the table with a unique set of ideas that seamlessly execute DIRECTV’s new strategy and we are excited to be working together with their team.”

“We are proud to have DirecTV as a client, and applaud the company’s willingness to approach the U.S. Latino market in an innovative, truly integrated way,” said Gustavo Razzetti, CEO of Euro RSCG Latino. “We are eager to delve into Euro’s trademarked CBI (Creative Business Ideas) process, a media-neutral approach that places primary emphasis on what is best for the brand.”

The account was handled previously by The Vidal Partnership, who decided not to defend the account in the review due to strategic differences with DirecTV.