CreatAbility to Promote Girosol to U.S. Hispanics

Girosol Corp., a money transfer service that links Hispanics in this country and Latin America, has awarded its advertising account to CreatAbility.

The Coral Gables, Fla., shop defeated Miami’s Mass Media Marketing in the finals of a review that began last fall and originally included more than a dozen agencies in South Florida.

“We had category experience and took a creative approach that went beyond the typical ‘mother- picking-up-a-moneygram’ stereotype,” said CreatAbility managing director Jose Lopez-Varela.

Annual billings on the account have not been determined.

CreatAbility will launch a national television and radio campaign in the next months. Initial work will target Hispanic populations in cities including Miami, New York, Atlanta, Louisville, Ky., and Charlotte and Raleigh-Durham, N.C.

The agency’s advertising will appear on local Spanish-language radio and TV outlets as well as Telemundo, the Hispanic cable television network.

Research indicates that more than one-third of U.S. Latino households sends money to relatives living outside the country.

“Girosol is competing with giants like Western Union for a market that encompasses millions of individuals and more than $20 bil-lion annually,” said Lopez-Varela. “They’re looking to increase sales and build markets.”

Girosol, based in North Miami Beach, Florida, operates a network of 5,000 agents across the U.S.

“The Hispanic community is desperate for a better, faster and more professional transfer service,” Lopez-Va-rela told Adweek.

CreatAbility’s first advertising efforts will build upon the popularity of Girosol’s trademark symbol, “Girito,” an animated character who resembles a flaming sun with arms and legs.

Girito plays off the Spanish word for sunflower (“girosol”) and “giro,” a postal money order.