Novamex assigns AOR responsibilities to Acento.

After a four-month Hispanic agency review, Los Angeles-based integrated marketing communication agency Acento not only retained creative duties for Novamex, the maker of fruit flavor drinks imported from Mexico and other packaged goods, but has also been awarded media planning and buying.

In September 2005, Novamex began the search for a Hispanic agency to handle creative and/or media planning duties for its Jarritos, Sangria Señorial, Sidral Mundet and Mineragua brands.

After an extensive review process, involving over 30 agencies, Novamex awarded both the creative and media planning to Acento.

Sanford “Sandy” Gross, Executive Vice President, Novamex stated “Acento demonstrated an exceptional knowledge of the Hispanic business in both creative and media planning areas of the business. It was only natural that we made them our full-service agency of record.”

“We know it’s very hard to retain an account once it goes in review,” admitted Acento’s president and CEO Benito Martinez-Creel. “That’s why we are so proud to have not only retained the creative portion but to have been awarded media duties as well. The agency was much smaller eight years ago when we first started working for Novamex. This win shows the client recognizes we have become a stronger agency,” added Martinez-Creel.

Novamex’s marketing budgets will continue to increase in 2006. Acento will assist Novamex continue to grow and maintain being the leading marketer of grocery products imported from Mexico targeting Mexican-Americans.