Bravo's current media planning and buying capabilities will combine with Mediaedge:cia to provide a host of services, including access to consumer insight and ROI, communications planning, interaction (digital, direct, search), retail consultancy, and branded content and entertainment-marketing services.
"The Hispanic market has become more sophisticated and by getting into Mediaedge:cia, we will be getting resources, research and tools that would be very difficult to have independently," says Eddie Gonzalez, chairman and CEO of The Bravo Group. "We will have access to a broader range of knowledge that can only benefit our clients."
Staff from Bravo's media department will relocate to MEC's North American headquarters in New York and Latin America headquarters in Miami, beginning Oct. 1. Gonzalo del Fa--formerly managing director of MEC Argentina--will relocate to New York to head MEC Bravo, reporting to Michael Jones, MEC's CEO, Latin America. Jorge O Espinoza, formerly managing partner of the Latin America Global Solutions unit in Miami, will become managing partner in Miami, reporting to del Fa.
"We recognize that this is the largest and fastest-growing minority population in the United States, while simultaneously recognizing that these consumers are also splintering across all media," says Jones. "This combination of cultural expertise with research and consumer insights will bring a new level of engagement of Hispanic consumers with our clients' brands."