República named Cross-Cultural AOR for Boehringer Ingelheim.

República announced that it has been selected by Boehringer Ingelheim Pharmaceutical Inc. (BIPI) to serve as the pharmaceutical company’s first cross-cultural advertising agency of record, executing marketing communications strategy for the company in the U.S.

República will partner with BIPI to develop and execute a total market strategy that will tap into multiple divisions of the agency including research, advertising, media, branding, public relations, social media, community relations and promotions.

“We’re proud to partner with República, one of the fastest-growing agencies representing the fastest-growing consumer segment in America,” said Christopher Kaplan, Senior Vice President and Chief Marketing Officer, Boehringer Ingelheim Pharmaceutical Inc. “República’s passion, creative acumen, cultural insight and impressive track record of success really sets them apart. They are cross-cultural to the core.”

The multi-phase campaign will focus on introducing and raising awareness for BI and several of its brand portfolios within America’s multicultural markets, with an initial effort focused on the U.S. Hispanic community. The first initiative led by the agency is expected to launch in mid 2013.

“We are extremely honored to have been selected by Boehringer Ingelheim as the partner to execute its first, fully integrated cross-cultural marketing campaign,” said Jorge A. Plasencia, Chairman and CEO of República. “Our team is thrilled to have the opportunity to build deep connections for BI and its portfolio of respected brands within the vibrant multicultural communities in America.”