• by Staff Writers , September 5, 2008

Finalist - Multicultural Media

Edgar Cardoze, executive media director; Scott Gassert, media director; Claudine Vazquez, media supervisor; Salma Gottfried, executive director of account management, Pedro Montemayor, senior account executive; Pablo Retamero, strategic planner; Noel Alrich, promotions director; Caleb Williams, promotions producer

This campaign goes beyond targeting to reach into the very heart of a psychographic attribute that drives Mexican men, and it does it well. The primarily double-digit results were extremely impressive, particularly considering the fact that this campaign was charged with reversing a sales decline, which it succeeded in doing. The agency did an excellent job of pinpointing weak markets, coming up with a workable and fun solution, and then going after their target with enthusiasm. And unlike some similar campaigns, they used both Spanish and English to capture their entire market. In addition, the informal competitive spirit of the campaign resulted in the added benefit of a viral blogging effect.