Wachovia @ ROJO Hispanic Marketing.

Wachovia has named ROJO Hispanic Marketing as the agency-of-record for its Hispanic marketing initiatives. In this position, the North Carolina based firm will handle all marketing communications functions including mass media, direct marketing, public relations, community relations/grassroots programs and media buying as well as strategic planning for Wachovia’s U.S. Hispanic banking efforts.

“We are thrilled to be working with Wachovia, and we look forward to driving a true micromarket strategy”, states Cristina Morales Haltiwanger, Managing Director at ROJO Hispanic Marketing. “With ROJO’s recent growth we have recruited top talent from major Hispanic markets so we can continue to deliver on our Hispanic 401 marketing expertise.”

“We are very excited to partner with ROJO, an agency with a proven ability to help us build our brand,” states Maritza Newman, Wachovia’s Vice President and Marketing Hispanic Segment Leader. “Wachovia has an opportunity to bring relevance, credibility and differentiation to our brand by focusing on an integrated approach for the Hispanic community. Wachovia selected ROJO to help generate increased brand awareness and consideration for Wachovia in the Hispanic market. We are excited about the possibilities and look forward to making a positive impact in the community.”

“ROJO was chosen to partner with Wachovia because the agency truly understands the cultural connections and various dynamics that differentiate customers within the U.S. Hispanic market,” states Christopher Butler, Senior Vice President and Hispanic Segment Director for Wachovia.

“Their experience with micro-targeting and their unique incorporation of data and analytics, along with their in-depth knowledge of this specific audience, were key decision-making factors in establishing this partnership.”