The Hass Avocado Board appointed Grupo Gallegos as its lead digital and social agency in the U.S. following a review handled by Select Resources International which included ten agencies total and two other (undisclosed) finalists, AdAge reports.
Hass Avocado Board director of marketing and communications Gina Widjaja told the publication that Grupo Gallegos’ “creativity, impressive talent, bilingual capabilities and focus on both general market and Hispanic consumers” helped the independent agency secure the appointment. The contract with Grupo Gallegos is initially only for one year, but Widjaja said the Hass Avocado Board hopes to establish a long-lasting relationship with the agency.
Grupo Gallegos, which takes over for BusinessOnline in the role, will be tasked with leading all digital and social media initiatives for Hass Avocado Board, including content development, community management, SEO and SEM and website support.
“Clients ultimately want growth and they need to understand both Hispanic and non-Hispanic consumers, so it’s no longer an either-or,” said Grupo Gallegos CEO John Gallegos. “Our main delivery for clients and why we’re winning business from clients like Hass has to do with our approach, which is to be creativity-driven and culturally attuned.