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Miami Agency to Help Define Appropriate Latino Product Lines

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NEW YORK ( -- BJ’s Wholesale Club has selected the Viva Partnership, an independent Hispanic agency based in Miami, to handle its Hispanic advertising account, according to the agency.
BJ's is the third largest membership warehouse club.

The main goal of the assignment is to recruit more Hispanics as club members.

16 states
BJ’s is the third-largest membership warehouse club behind Costco and Sam's Club, with 156 clubs and 81 gas stations in 16 states in the eastern U.S. Unlike the other clubs, BJ’s focuses more on selling to individual retail customers rather than small businesses.

“They’ll be much more aggressive in media, infrastructure and customer acquisition,” said Linda Lane Gonzalez, Viva’s president.

Hispanic product lines
“In 2005, the bulk of the account will be spent ramping up, and making sure they have product lines for Hispanics,” Ms. Lane Gonzalez added.

After a Hispanic pitch last summer, WPP Group’s Bravo Group initially worked on the account.

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