DirectTV Hispanic to Euro RSCG

NEW YORK DirecTV today said it has named Euro RSCG Latino as the lead creative and media agency for its Spanish-language programming service.

The New York-based Havas shop will be responsible for all Hispanic marketing communications of the satellite TV provider in the United States, as well as assignments in Puerto Rico and Mexico.

Last year, DirecTV spent about $15 million in Hispanic media, according to Nielsen Monitor-Plus. The satellite TV provider had spent $25 million in 2005.

The Vidal Partnership had handled the Hispanic account for several years, but resigned from late last year, opting not to defend the account.

Executives for DirecTV were at a meeting in Austin, Texas, and unavailable for comment, said a representative.

Argentina native Gustavo Razzetti, CEO of Euro RSCG Latino, will be charged with guiding the multimedia campaign that will roll out in this spring.

A call to John De Armas, vp, international, DirecTV, was not immediately returned.

Per a statement, De Armas said, “This year DirecTV is changing the face of its Spanish-language programming platform and is excited to bring in a fresh, creative perspective to help develop a new relationship with and communicate new messages to our Spanish-language customers across the country. After reviewing a number of top U.S. Hispanic agencies, Euro RSCG Latino met our needs on all levels.”

DirecTV’s Spanish-language programming reaches Mexico, Central and South America, Spain, Puerto Rico and the Dominican Republic.

Euro RSCG’s global clients include Charles Schwab, Diageo, IBM, Jaguar, L’Oreal, PSA Peugeot Citroen, Sanofi-Aventis, Verizon and Volvo.

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