More MCI At Del Rivero Messianu

Continuing a recent new business tear, del Rivero Messianu in Coral Gables, Fla., gained another assignment from MCI Communications Corp. The agency will work jointly with MCI’s agency of record on the 1-800 Collect en Espa-ol brand.
Industry sources estimated billings at $5-10 million.
Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York, which handles general market advertising for MCI, had also been managing the Collect en Espa-ol account, said Luis Miguel Messianu, chief creative officer of del Rivero Messianu (dRM). Messner will continue buying media while dRM assumes strategic planning and creative duties on the account.
Officials at Messner and Arlington, Va.-based MCI could not be reached.
Collect en Espa-ol is an automated collect calling service in which customers speak to Spanish-speaking operators. The current music-driven TV campaign, running on Hispanic cable channels, features Mexican vocalist Lucero singing the 800 number.
Messianu said dRM will take a fresh look at the campaign, although the shop is likely to retain the musical theme. “The jingle has to be there,” he said. “That’s the brand personality in a way.”
The agency earned the business without a review. It already creates ads for MCI collect calling in 10 Latin American and Caribbean markets.
Other Hispanic accounts landing on dRM’s roster since January include the Florida Pilot Program on Tobacco Control, MoneyGram Payment Systems, and projects for Helene Curtis and Montgomery Ward. Total new billings boost the agency from $53 million in 1997 to a projected $70-75 million for 1998, placing it among the top five U.S. Hispanic agencies.
The shop also has enjoyed creative kudos recently. An ad for dRM client McDonald’s was designated the best U.S. Hispanic entry at the Advertising Festival of Ibero America–“the Latin American Cannes Festival,” according to Messianu.