Conill Acquires Bienestar Communications.

Conill Advertising announced the addition of Bienestar LCG., Communications to its operations. The move follows a year of successful operational restructuring and revenue growth since Nazca Saatchi & Saatchi assumed control of Conill in April of 2002 and furthers the agency’s standing as one of the top U.S. Hispanic marketing agencies.

The transition is expected to enhance Conill’s service capabilities for the ever-growing U.S. Hispanic market. Conill, recognized for its creative talent and unparalleled knowledge of the Latino market, will expand its services to Hispanic healthcare communications. The deal will include the transfer of top name Johnson & Johnson labels including Tylenol, Motrin, Pepcid, Mylanta and Imodium. The agency will be responsible for account service, creative, strategic planning, below the line and media planning.

The merger is a continuation of a two-year joint effort on the Tylenol brand, which most recently launched a new campaign for Tylenol 8-Hour. Bienestar brings its expertise on
over-the-counter and prescription medications, particularly in the areas of relationship marketing, medical and consumer education and grassroots promotions.

Conill’s managing director Cynthia McFarlane, who oversees the New York, Los Angeles and Miami offices said, “Acquiring the resources of an agency with such strong capabilities allows for endless opportunities to improve our focus on the Hispanic consumer.”

Craig Scott, founder and former chairman of Bienestar was instrumental in the merger process and will stay on board to ensure a smooth transition throughout the year. “We’re fortunate to work in an industry that has an increasing demand for targeted marketing,” said Mr. Scott. “We believe the union will help us to meet Hispanic healthcare needs better than anyone else in the industry.”