More MCI for del Rivero

Del Rivero Messianu garnered more work from MCI Telecommunications, adding Mexico’s collect calling product to its client’s Latin American business.
The Coral Gables, Fla.-based shop will share the account with incumbent Betan Court/Barba in Mexico City, an affiliate of Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York. Messner handles advertising for MCI’s 1-800-Collect in the U.S.
“The idea is to share our successes,” said Melina Formisano, senior manager of international marketing for the client in Arlington, Va., referring to each agency’s MCI experience. Betan Court/Barba has created ads for MCI’s Mexican market for the last 18 months, while del Rivero Messianu handles advertising for MCI collect calling to the U.S. in nine other markets in Latin America and the Caribbean.
Media includes TV, radio, print and outdoor. Formisano would disclose neither the budget nor how the MCI work would be divided between the two agencies.
MCI’s international collect calling to the U.S. is similar to its 1-800-Collect service here. In each country, consumers dial a particular number to place a collect call to the U.S., where many Latin Americans have relocated.
Luis Messianu, partner and chief creative officer of del Rivero Messianu, called the agency’s current MCI campaign “lighthearted.” The tagline–“El nœmero que lo alegra”–has a double meaning in English that hints at MCI’s low rates: “The number that makes you happy and makes them happy.”