Hardware Chain Signs First Latino Agency

LOS ANGELES Ace Hardware Corp. has named EMG (Ethnic Marketing Group) its Hispanic agency without a review, the shop said.

EMG, an independent shop in Valencia, Calif., has been talking to the Oak Brook, Ill.-based client about its business for approximately a year and has handled some print projects for Ace. This is the first time Ace has had an ongoing relationship with a Hispanic shop, according to EMG director of new business development Steve Roth.

The 12-person shop will develop regional and national marketing programs aimed at the U.S. Hispanic market. The media mix is still being determined, but it will include radio and possibly print advertising, said Roth.

Billings were undisclosed and media tracking services recorded no recent spending for Hispanic advertising. Ace spent $48 million on general-market ads in 2003, according to Nielsen Monitor-Plus. Omnicom’s Goodby, Silverstein & Partners in San Francisco handles the general-market account.

“Ace Hardware stores are locally owned and operated in many diverse neighborhoods,” said Frank Rothing, Ace Hardware Corp. advertising manager, in a statement. “EMG’s proven track record and expertise in brand building will help us effectively communicate our message to the Hispanic consumer market.”

Ace has more than 5,000 independent retail stores in all 50 states and more than 70 countries.

EMG clients also include Weber Grills, Tupperware, Royal Prestige Cookware, Eagle Family Foods and Shasta sodas.