ABC TV Network choose Arenas as Hispanic AOR.

ABC Entertainment has selected Arenas as the Hispanic agency of record announced Marla Provencio and Michael Benson, co-senior vice presidents, Marketing, ABC Entertainment. Arenas will be responsible for Hispanic strategy, media planning and buying, as well as creative, targeting the burgeoning U.S. Hispanic market. Shows selected by ABC for Hispanic targeted marketing efforts are primetime’s “Ugly Betty” and “Desperate Housewives.”

“Bringing Arenas on board, a recognized leader in the field of Hispanic marketing, is an integral part of our strategy to reach the estimated 44.1 million Hispanics in the United States, most of which are bilingual and bicultural,” said Marla Provencio. “Adding Arenas to our cache strengthens our brand identity in the Hispanic community.”

“ABC programming is full of diverse casts that are both relevant and appealing to the Hispanic market,” added Michael Benson. Specifically targeting this powerful segment of the population makes good business sense and also reflects ABC’s commitment to connecting with our consumers in ways that are organic and meaningful.”

“We commend the ABC Television Network executives, in their efforts to expand their audience base, for having the vision to aggressively target the U.S. Hispanic market. I’d like to personally thank ABC for their faith in Arenas to deliver more bilingual and monolingual English Hispanic viewers to their shows. I also feel that in winning this account it is a testament to the high caliber of professionals that make up the Arenas team,” said Santiago Pozo, CEO of Arenas.

“The team and I look forward to this incredible partnership and opportunity with ABC,” added Elizabeth Barrutia, executive vice president of Marketing and Media for Arenas, who lead the Arenas team in their presentation to ABC.