• by Steve McClellan  @mp_mcclellan, December 9, 2021

Liberty Communications, part of Liberty Latin America, has named VMLY&R as its strategic and creative agency of record after a review. The remit covers Puerto Rico and the U.S. Virgin Islands.

The agency will develop marketing strategies and creative work across the company’s mobile, home (paid TV, broadband, telephony) and B2B divisions. The scope of work includes brand strategy and positioning, brand advertising, retail advertising, and digital. VMLY&R will also support ecommerce, consumer research and product development.

VMLY&R previously worked with Liberty to execute a rebranding strategy after Liberty Latin America acquired AT&T’s wireless and wireline operations in Puerto Rico and the U.S. Virgin Islands in October 2020.

VMLY&R will work to continue building momentum for Liberty with the recently launched “New Liberty” campaign with a new logo and new slogan, “Tu Mundo Mejor Conectado” (“Your Better Connected World”).