Bromley, Aguilar Revs Up Hispanic Push for Pontiac

DALLAS-General Motors’ Pontiac division is preparing a major Hispanic marketing initiative for its Sunfire and Grand Am models via Bromley, Aguilar & Associates of San Antonio.
Sources said GM has green-lighted a $7-10 million proposal from the agency to develop a multimedia effort for the two models. The campaign is expected to break next year and will include television, print, radio and collateral materials.
Agency executives confirmed the assignment last week but declined to elaborate. GM executives could not be reached.
Bromley, Aguilar has worked on various GM projects in the past, but the new initiative for the Sunfire and Grand Am will be one of the automaker’s most aggressive to date aimed at Spanish-speaking consumers.
Dealer sensitivity training is expected to be an additional component of Bromley, Aguilar’s work. Educating dealers in markets with a high Latino population on the importance of a bilingual sales staff was one element pitched to GM executives, a source said. Bromley, Aguilar’s assignments may also include regional dealer work in Texas and California.
The planned campaign marks a significant spending increase for General Motors in the Latino market. GM spent roughly $5 million across all models last year, according to Hispanic Business.
Other automakers tracked by Hispanic Business had similar expenditures. Honda Motor Co. spent over $6 million; Toyota Motor Corp. and Chrysler Corp. were both in the $5-6 million range.
Ford Motor Co. remained the largest category spender in 1996 at $10 million, up from $8 million in 1995.
Pontiac’s general market advertising is handled by D’Arcy Masius Benton & Bowles. DMB&B parent The MacManus Group owns a 49 percent stake in Bromley, Aguilar & Associates.