Western Union has tapped Bromley Communications as its new Hispanic marketing agency.
The move comes on the same day that fast food giant Burger King announced it was dropping Bromley from its roster of creative and media duties. The work is now split between Omnicom Group’s LatinWorks in Austin, Texas, and the Starcom MediaVest Group’s Tapestry shop in Chicago.
Bromley was previously in charge of Western Union’s Hispanic marketing account from 1995 to 2002. The agency’s portfolio also includes Hispanic marketing work for clients such as Procter & Gamble, General Mills, Nestlé USA and Payless ShoeSource. The agency’s win replaces the former incumbent on the account, Dieste Harmel & Partners, which handled ad duties worth approximately $10 million.
“Bromley Communications has a solid understanding of our Hispanic consumers and the unparalleled value of our brand,” Juan Pablo Valdes, Western Union U.S. Hispanic marketing director, said in a statement. “The Bromley team brings passion to align our global brand and shape it to connect with Hispanics.”
The assignment includes media buying, account management and creative duties.
In a statement, Bromley—which could not be reached at press time—said: "Neither the Hispanic market nor the money transfer business are static. As a result, we push ourselves to be forward thinking, but also fast to react to changes. It’s a great honor to be brought back into the Western Union family of agencies."
Western Union spent $20 million on Hispanic marketing in the U.S. in 2007, and $9 million through November 2008 (excluding online), per Nielsen Monitor-Plus.
