BVK/Meka has been named Hispanic agency of record for the Southeast Toyota Distributors following a three-month review.
Planning is under way for an initial $2 million broadcast and print campaign targeting Latino consumers in Orlando and Tampa, Fla., and South Florida. Work is tentatively set to break in June.
The Miami shop topped del Rivero Messianu of Coral Gables, Fla., for the business. Miami's Sanchez & Levitan, Lopez Negrete Communications in Houston and McGee & Star in Boca Raton, Fla., also responded to the initial request for proposal.
"BVK had just the right mix of dynamic personality, creative and a good sense of the strategic direction we wanted to take," said client advertising director Eric Shepherd.
BVK/Meka, a division of BVK/McDonald in Milwaukee, specializes in the U.S. Hispanic and Latin American markets.
"My agency is small," said managing officer Manuel Machado, "but we know the nuances of our community."
The Deerfield Beach, Fla.-based client, which serves Alabama, Florida and the Carolinas, ranks first among Toyota distributors in the U.S. It is a subsidiary of JM Family Enterprises, which has annual revenues of $6.6 billion.
"We're a Fortune 100 company," said Shepherd. "And we realize targeting the Hispanic market is 100 percent vital to the success of our enterprises." K