By Katy Eckmann
ATLANTA--Favorable comments from several of del Rivero Messianu's current national clients led to the Miami agency landing the Latin American ad account of U.S. Robotics' personal communications division. Billings are undisclosed.
Maker of computer modems, Skokie, Ill.-based U.S. Robotics consulted its media buyer, Focus Media in nearby Hoffman Estates, Ill., when it was seeking a shop to guide its entry into Latin America. 'We didn't do a full-blown agency search,' said Sharon Hamilton, marketing communications manager for the personal communications division (PCD) of U.S. Robotics. She declined to name the other agencies Focus Media recommended.
Luis Messianu, partner and chief creative officer of del Rivero Messianu, confirmed the informal search process. 'We had a couple meetings, they looked at our work (and) talked to some of our clients,' including Royal Caribbean Cruises, McDonald's and Continental Airlines, said Messianu. The shop handles various Hispanic advertising duties for the trio.
The agency will work in tandem with U.S. Robotics PCD lead agency The Leap Partnership, Chicago, which in January launched the company's first television spots, featuring famed physicist Stephen Hawking. However, Hamilton said del Rivero Messianu will be granted 'creative license' to develop an appropriate branding message for the Latin American audience. Focus Media will place the media.
Del Rivero Messianu will develop a print campaign to break this summer in technical publications in several Latin American countries, which Hamilton chose not to disclose. She said the company is also exploring consumer publications.
Currently, the U.S. Hispanic population is not a separate market for the client. 'We're not segmenting in terms of ethnic groups,' Hamilton explained. 'We are targeting in terms of technology needs.'
Competitive Media Reporting tracked U.S. Robotics' ad spending in the U.S. consumer category at $20 million.
The win represents del Rivero Messianu's first high-tech account. Last month, the $48 million shop won the Hispanic marketing business of State Farm Insurance Cos. and AutoNation USA (Adweek, April 21)...... --with Trevor Jensen
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