LOS ANGELES R&R Partners said it has formed an alliance with Lagrant Communications, which specializes in minority marketing.
Under the agreement, R&R said it would call upon Lagrant in Los Angeles to provide R&R clients with marketing services aimed at the African American market. Lagrant was selected after R&R spoke with a handful of California shops, said Dale Erquiaga, vice president of brand services for R&R in Las Vegas.
The quality of Lagrant's work and the enthusiasm of its employees were key factors in the shop's selection, said Erquiaga. "They're a very high-energy group and they're passionate about what they do, whether it's promotions or traditional newspaper ads or TV," he said. "They impressed us with their quick idea generation."
No money changed hands as a result of the alliance and there are no financial incentives for referring business, Erquiaga said.
Lagrant, a 16-person shop that serves clients such as Verizon, Nissan North America, Federated Department Stores, Sony Music Entertainment and Nestle, will aid in creative development and provide media planning and public relations services to R&R clients on an as-needed basis, said agency president and CEO Kim Hunter. The primary focus is on servicing the Las Vegas Convention & Visitors Authority, he said. The shop will also participate in new-business pitches with R&R.
"It's a good opportunity to expand our client roster and extend our reach," said Hunter. Of R&R, Hunter said: "They are one of the best general-market agencies I've ever had the pleasure to work with in my 13 years in business. They're smart, kind and respectful. When we are giving council, they take it for what it's worth."
This is the second shop R&R has partnered with for marketing services aimed at minorities. In November, it formed an agreement with Hispanic marketing specialist Castells & Asociados Advertising in Los Angeles. R&R is also currently interviewing agencies that provide Asian marketing services, and is conducting research to determine whether it should partner with a shop to target the gay and lesbian population, said Erquiaga.
"This is partly a maturing of the destination and its approach to marketing," Erquiaga said. "The LVCVA needs to look to every audience for visitorship."
Erquiaga said that on an annual basis, 10 percent of visitors to Las Vegas are African American, while more than 6 percent are Hispanic and 3 percent are Asian. For the state of Nevada, more than 20 percent of the population is Hispanic, 9 percent is African American and 5 percent is Asian, he said.