Verizon Wireless @ GlobalHue New York.

Verizon Wireless has awarded GlobalHue New York as its Hispanic Agency of Record for all creative, national media planning and buying after an agency review.

Verizon Wireless announced the account was up for review in March as part of the company’s decision to consolidate creative and media in one advertising shop. Verizon Wireless was looking for an agency that not only understands the changing dynamics of the media marketplace but was also capable of integrating digital content into the mobile lives of the Latino customers. GlobalHue was awarded the business not only on its creative merit, but also on its detailed understanding of the fragmented media landscape and how to develop strategic plans to reach the intended targets.

“Delivering relevant messages and content to U.S. Latino consumers is critical to Verizon Wireless’ overall continued growth and success, “ said John Harrobin, Vice President of Advertising and Digital Media for Verizon Wireless. “GlobalHue’s insights into the wireless needs of the Latino consumer coupled with its progressive and disciplined media approach will allow for a more efficient allocation of our media dollars.”

“All of us at GlobalHue are thrilled that we proved that not only are we the right agency for the creative portion of the account, but that we are also the right agency for the media planning and buying for Verizon Wireless,” said Christopher Campos. “Our strategy has been to forecast the changing dynamics of the media marketplace and employ contextual planning to ensure media is considered a creative outlet. This type of discipline allows for better alignment of targeted messages within the right media content and context – regardless of our target’s language preference. All of this adds up to optimized media placement,” he added.