CreatAbility Signs New Clients

Royal Caribbean, Dollars Direct, PBM Products, Hoy Join Roster
ATLANTA–CreatAbility last week capped at least an estimated $11 million in new business wins by landing domestic Hispanic ad duties for Royal Caribbean Cruise Lines.
“We are strengthening our commitment to multicultural markets by working with creative minds that have unique insights about the growing Hispanic market,” said Dan Hanrahan, senior vice president of marketing and sales at RCCL.
CreatAbility will handle all creative, online and media duties aimed at U.S. Latinos. Billings were not disclosed, but estimated at $5 million annually by agency observers.
Sources said incumbent del Rivero Messianu Advertising, Coral Gables, Fla., competed against two other South Florida Hispanic agencies: Accent Marketing in Coral Gables, and Miami’s IAC Group.
Last year, RCCL moved lead agency duties from McKinney & Silver in Raleigh, N.C., to Arnold Communications in Boston.
CreatAblility has also been named Hispanic agency of record for several other clients.
Dollars Direct, an international online money transfer service in Richfield, Conn., has hired the Coral Gables shop “to straddle a bricks and mortar and clicks and mortar strategy,” said agency chief executive and founder Ritchie Lucas. Spanish-language ads throughout Latin America will precede a global campaign.
Lucas projected initial billings at $5 million.
The agency will also do a launch campaign for PBM Products of Gordonsville, Va., as it introduces a store-brand baby formula in chains like Wal-Mart and Target. Billings are pegged at $1 million.
“It uses the exact same ingredients as Similac and Enfamil. But you start talking about this in the Hispanic market and they think . . . there’s something wrong,” said Jose Lopƒz-Varela, agency managing partner. “We need to create an educated consumer . . . the price difference between Wal-Mart and Similac, it’s huge.”
The agency will bow Gruaracana juice drinks from Hoy Products in Miami. The drinks preserve the extract of sugar cane, which until now has had zero shelf life, as a natural sweetener.
“Until now, the only way to drink this was to go to a bodega or restaurant, where they’d take the sugar cane and squeeze it down for you,” Lucas said.
Billings are still undetermined.
The agency also won public relations chores for Visa International and Sprint’s New York region. K