Ad Agency

J. C. Penney Company, Inc. announced The Vidal Partnership (TVP) as the Company’s new U.S. Hispanic advertising agency of record. Today’s announcement reinforces JCPenney’s commitment to ensuring that its products, services and messages are always on target, allowing JCPenney to build a deeper, more emotional and enduring relationship with its customers from the diverse communities it serves.

Lopez Negrete Communications announced the addition of Rosa Serrano as Director of Media Planning and Buying. Day-to-day duties will include overseeing the planning and buying team in Houston, and developing strategic media solutions for clients Reliant Energy, Tyson Foods, Sonic Drive-Ins, Mission Foods and Maseca.

MoneyGram International has launched a major global campaign spanning TV, print, radio, out-of-home, retail, point of sale, website development and employee communication under agency of record Draftfcb. The first execution to break was a 30- second television commercial

Rosy Thompson has joined Arenas Group, a entertainment and media company marketing entertainment products to U.S. Latino audiences. Thompson takes the role of VP Media Director, responsible for developing strategic media solutions and integrated strategies for the agency’s clients.

Dieste, Harmel & Partners has expanded its account management team with the addition of three team members to serve the agency’s growing portfolio.

La Costeña has selected Miami based Concept Café to manage its U.S. Hispanic advertising efforts.

The first step to land that large, agency-elevating client is always the toughest. Devising the plan to land that signature client that will forever transform the face of an agency is no easy task and executing it effectively is more difficult. Changing an agency’s M.O. from targeting minnows to an approach aimed at landing Moby Dick, may be the toughest challenge faced by principals of small agencies.

República announced that it has been selected by The Nielsen Company to lead Miami’s brand awareness and community outreach efforts of the multimedia company’s television measurement services and technology.

Steve Stoute and Shawn “JAY-Z” Carter announced that they will form a new advertising agency dedicated to reaching the multicultural consumer.

Gruma, the makers of Maseca and Guerrero brands has selected Houston based Lopez Negrete Communications as their public relations agency of record.

Leveraging over a decade’s worth of experience with brand strategy and consumer research at Young & Rubicam’s The Bravo Group and MTV Networks, Gonzalo Perez has established Motivo Insights, a new consumer insights agency dedicated to helping marketers and advertisers better understand opportunities that exist with today’s youth, urban, and Hispanic consumers.

Anita Santiago Advertising (ASA) announced that it has been appointed Hispanic Advertising Agency of Record by Compass Bank, providing several advertising campaigns for the bank’s Hispanic outreach initiatives in the seven states included in Compass’ footprint.

Creative agency SCPF was assigned to develop an image campaign targeting Hispanic Americans for Big Brothers Big Sisters of Greater Miami, one of the largest affiliate chapters of the national youth mentoring organization.

After an agency search which included eight top Hispanic ad agencies, Time Warner Cable selected alPunto Advertising of Tustin, CA as Hispanic agency in Souther California. The assignment includes strategic planning, creative development, media planning and buying, interactive and promotions for Branding and DR programs.