MV42° named Hispanic media planning & buying AOR for Continental Airlines.

Forty-Two Degrees at MediaVest (MV42°), a division of SMG Multicultural, has been named Hispanic media planning and buying agency of record for Continental Airlines, effective immediately.

The assignment, awarded without a review, expands MediaVest’s current general market media planning and buying responsibilities to now include multicultural duties in the United States. Caleb Windover, SVP/managing director of MV42, will oversee the assignment.

“By leveraging MV42°’s strong ties with MediaVest, whose name and approach to integrated communications we share, we are able to provide Continental with both consumer and investment expertise,” said Windover. “Increasingly,
we are finding this model to be successful as clients continue to recognize the value of a multitouch-point approach across print, digital, radio, TV, and outdoor. When orchestrated with the consumer in mind, these efforts deliver captivating connections.”

MV42° launched in 2007 to align with general market agency MediaVest, and is based in New York.