Edelman Multicultural named PR AOR for Latin Grammys.

Edelman Multicultural has been selected by The Latin Recording Academy as its PR agency of record to develop and execute a national and international media strategy for the 11th Annual Latin GRAMMY Awards that elevates its mission to recognize musical excellence and create a greater public awareness of the cultural diversity of Latin recording artists and creators. The account will be led by the Edelman Multicultural team based in Los Angeles and will include domestic and global outreach, with Edelman’s national and international network executing specific in-country efforts.

“We wanted a world-wide agency that could encompass what we were looking for in the next stage of The Latin Recording Academy’s mission, and Edelman’s Latin American and U.S. Latin communications expertise and network make them the ideal agency,” said Gabriel Abaroa Jr., President/CEO of The Latin Recording Academy. “The Edelman Multicultural team has the experience to execute a comprehensive campaign, and they understood how to leverage our various assets and events in order to elevate our platform. We look forward to a successful working relationship.”

The new partnership appoints Edelman as the sole public relations agency for the 11th Latin GRAMMY Awards being held in Las Vegas on November 11, 2010.

“Throughout the years, our national team has worked closely with The Latin Recording Academy on cross- promotional activations and we’re thrilled with this win,” said Romina Bongiovanni, Senior Vice President of Edelman’s Multicultural practice. “We look forward to our partnership in driving the Latin GRAMMYs’ mission home to the people who love and live for Latin music.”