Wing Latino Wins Goya

NEW YORK Wing Latino will handle creative and media duties for Goya Foods for both the Hispanic and general markets, the shop said today.

The assignment followed a three-month review, said Jackie Bird, the New York agency’s president and CEO, who declined to disclose the names of other contenders considered by the client.

“The Hispanic market is driving a lot of the trends [in the U.S.], particularly in food. That is the beauty of the assignment,” Bird said.

Previously, Goya had used its in-house agency Interamericas to handle Hispanic advertising. The first campaign for Goya is expected to break before the end of the year and the budget is estimated to be in the “seven figures,” said Bird.

Goya spent $450,000 in Spanish-language media in 2005 and $225,000 during the first half of this year, according to TNS Media Intelligence. All told, the client spent more than $12 million in all domestic measured media last year, per TNS.

Founded in 1936, Goya produces, packages and distributes more than 1,500 food products. Coinciding with its 70th anniversary, the company recently launched an online store at, also called Goya E-Store Link.

Goya is Wing Latino’s second notable win this month, following the agency’s victory in Time Warner Cable’s review of its Los Angeles-area advertising account [Adweek Online, Aug. 2]. Other agencies competing for the account in the final stages of that review were al Punto of Tustin, Calif., and Los Angeles-based Castells & Asociados, a client roster shop.

Wing Latino is a unit of WPP Group’s Grey.