Continental was seeking a new agency for both the U.S. Hispanic market and Mexico, and Conill pitched jointly with Saatchi & Saatchi's Mexico City office. Saatchi & Saatchi picked up the business for Mexico.
Bromley, Continental's Hispanic shop for the last 10 years, did not participate in the review, which was conducted without any publicity. Bromley has created a number of award-winning TV and radio ads within the Hispanic travel category. Kaplan Thaler Group, New York, continues as the lead global agency for Continental, including responsibility for English-language advertising in the U.S.
The Hispanic pitch was only for creative duties. Media will continue to be handled by Bromley until the end of the year, then move to 42 Degrees at MediaVest, also part of Publicis.
"The travel and hospitality business is fundamentally important to U.S. Latinos, with 17% of them traveling every year for business and to visit family and friends," said Cynthia McFarlane, Conill's exec VP-managing director.