ATLANTA MediaSolutions will provide media planning and buying for Viscom International's Best Mexico telephone cards, the agency said.
John Wise, president of the Atlanta-based pre-paid phone card provider, said he chose the Atlanta media agency because it exhibited a deep understanding of the U.S. Hispanic marketing and the changing face of Latino media. There was no review.
MediaSolutions has handled Hispanic and general-market planning and buying for Friedman's Jewelers for six years.
"We can talk about the difference between Denver and Atlanta and the difference between Telemundo, which is like Fox and skews younger, and Univision, which is more traditional with higher ratings in more markets," said agency founder and president Pat Sibley.
The agency will place media in Hispanic television, radio and outdoor in the Atlanta and Denver markets, Sibley said. Perez Montalbetti and Match, both in Atlanta, handle creative chores.
Best Mexico cards are marketed specifically to Hispanics of Mexican origin. Cards are purchased in convenience stores and other retail outlets in Atlanta and Denver. The company sold approximately 600,000 cards last year.
Annual billings are undisclosed. Sources estimated the business could bill as much as $10 million.