Florida Lottery selects Machado/Garcia-Serra Communications.
October 20, 2007
The Florida Lottery announced the selection of Machado/Garcia-Serra Communications (MGS) as its new Hispanic-market advertising agency. The selection concludes an agency competitive search, which began in July of this year. MGS will begin working immediately with the Florida Lottery on the estimated $5 million creative and media account to maximize participation among Hispanic audiences statewide, while communicating the Lottery’s benefits to Florida’s public education system.
“The Hispanic market represents a significant customer segment to the Florida Lottery’s products and educational funding,” said Florida Lottery Secretary Leo DiBenigno. “At the Florida Lottery we are committed to providing access and information to this very important player base, and we are confident that MGS has the strategic understanding and proven creativity to move our relationship with the Hispanic community even further.”
“We are thrilled and honored to work with the Florida Lottery to broaden the Hispanic customer base, and inform existing and potential participants,” said Manuel E. Machado, CEO/Co-Chairman, MGS. “Our agency associates will work collectively with the Florida Lottery team to deliver precise communication vehicles for the very diverse Hispanic audiences throughout Florida.”
With the addition of the Florida Lottery to its client roster, MGS represent in the Southeast some of the region’s biggest players, including: Florida Power & Light Company, Southeast Toyota Distributors, Publix Super Markets, The Little Clinic, CompuCredit Corporation, and AT&T Real Yellow Pages, among others.
