Ornelas to Share Pepsi Hispanic Creative With BBDO/N.Y.

DALLAS – Ornelas & Associates here, already national Hispanic promotions and media buying agency for Pepsi-Cola Co., has become joint Hispanic creative agency along with general-market shop BBDO/N.Y. as part of the soft-drink Goliath’s plan to integrate all of its marketing efforts.
While most marketers treat ethnic marketing as peripheral or adjunct to general-market efforts, Somers, N.Y.-based Pepsi is blazing its own trail with a ‘one sight, one sound’ approach to the Pepsi image.
Bill Katz, evp/senior account director at BBDO, explained that Pepsi wants to achieve ‘a consistency of message for all groups irrespective of ethnicity.’