Hispanic communications agency CreatAbility has been selected to develop advertising and public relations support for Carlos Santana's new line of men's clothing, which is labeled Carlos.
The estimated $4 million account was awarded without a review, but "we had to pitch for it," said Ritchie Lucas, president of the Miami shop.
CreatAbility's relationship with Carlos designer Dino di Milano and its work for the brand's Bill Robinson and Aca Joe lines "won us a chance to come in and present planning and ideas," said Lucas. "We've been able to deliver consistently for them, and we showed them how we could do it again."
Both the Miami-based client's clothing line and an ad campaign will launch in the fall.