Indiantelevision.com Team

(19 September 2006 2:00 pm)

MUMBAI: Mediaedge:cia, part of WPP's media investment management company GroupM, and The Bravo Group, which specialises in Hispanic marketing, have launched a dedicated Hispanic media communications division: MEC Bravo.

Bravo's current media planning and buying capabilities will combine with Mediaedge:cia to provide a new offer which will include access to consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), retail consultancy, sponsorship consultancy and activation and branded content and entertainment marketing services, informs an official release.

MEC's Chief Executive Officer Latin America Michael Jones said, "In order to provide a compelling offer for our clients, we need to demonstrate leverage strength in volume, depth of knowledge and insight and breadth in expertise and resource. We want to offer our clients a relevant and trustworthy point of view of the Hispanic markets and audiences based on strong consumer knowledge. By harnessing the power of MEC and Bravo and our culturally relevant insights, we will better be able to immerse Hispanic consumers with our clients' brands."

The Bravo Group chairman & CEO Eddie Gonzalez added, "Our objective with this exciting new venture is to build and grow something different in U.S. Hispanic market. With the development of unique research and insights, combined with our unparalleled approach and capabilities, we will differentiate ourselves from the current standard market place offer."

Effective from 1 October, staff from Bravo's media department will relocate to MEC's New York (North America HQ) and Miami (Latin America HQ) offices.

Former Managing Director MEC Argentina Gonzalo del Fa, will move to New York to head MEC Bravo, reporting to Michael Jones, MEC's Chief Executive Officer, Latin America. While Jorge O Espinoza, formerly Managing Partner of the Latin America Global Solutions unit in Miami, will become managing partner MEC Bravo, Miami. He will report to Gonzalo del Fa, adds the release.

Both Mediaedge:cia and Bravo already have a history of working together across clients such as Cingular Wireless, Payless ShoeSource and Chevron.