Machado/Garcia Serra Communications, an independent Hispanic agency with billings of about $125 million, was the only U.S. Hispanic agency in the pitch, which included the incumbent, WPP Group's Mediaedge:cia. The win is part of a growing trend among Hispanic agencies to handle business that goes beyond just the U.S. Hispanic market.
U.S. general market
Manuel Machado, chairman-CEO of Machado/Garcia Serra, said about 90% of the Mexican Tourism Board's spending will be in the U.S. general market. His agency already handles several general market accounts, including utility company Florida Power and Light and public relations for Hyundai.
Mr. Machado said his agency will open an office in Mexico City following the win to promote the benefits of travel to Mexico. Creative duties for the Mexican Tourism Board will continue to be handled worldwide by Olabuenaga Chemistri, a Mexico City-based agency that is part of the Publicis Groupe and was started by agency President Ana Maria Olabuenaga in 2003.
The tourism board is "looking for a broader reach in the general market," Mr. Machado said. The agency will add online advertising and grassroots efforts to the current mix of TV print, radio and outdoor advertising used by the board, he said.