Del Rivero Is In The Money

Del Rivero Messianu in Coral Gables, Fla., prevailed over agencies on both coasts to land MoneyGram Payment Systems’ $8-10 million national Hispanic advertising account.
The Denver-based consumer funds transfer company said it heard presentations from del Rivero Messianu (dRM) and California shops Mendoza, Dillon & Asociados in Newport Beach and Casanova Pendrill Publicidad in Irvine; and Castor Advertising and Vidal, Reynardus & Moya, both in New York.
La Agencia de Orc’ & Asociados in Los Angeles previously handled the broadcast-heavy account, said Roberto Ruiz, MoneyGram’s director of Hispanic marketing. He characterized the breakup as mutual.
MoneyGram selected dRM for its “very strong” creative product and integrated approach, Ruiz said.
The agency will develop price promotion and image advertising via TV, radio, outdoor and print in Hispanic markets across the U.S., targeting consumers who send money to their families in Latin countries.
“We know the target very well,” said agency partner and chief creative officer Luis Miguel Messianu, referring to the shop’s work for MCI collect calling in Latin America. “It’s similar to the long-distance target; the need to stay in touch and send money are very similar.”
The MoneyGram account win puts dRM close to $70 million in billings, per Messianu.
“It pretty much makes up for the loss of Continental,” Messianu said. Last year, that former airline client reassigned its estimated $6 million Hispanic business to Bromley, Aguilar & Associates in San Antonio.
–with Angela Dawson