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Hispanic Shop COD of Miami Gets the Work

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NEW YORK ( -- Volkswagen Latin America will work with Miami-based independent U.S. Hispanic agency COD on Spanish-language advertising for Puerto Rico and eight countries in Central and South America.
The Gol is a VW model that is only sold in Latin America.

Account movement
The move comes after a review. The business had moved to another independent shop, La Comunidad, with offices in Miami and Buenos Aires, just two years ago from Omnicom Group's Del Rivero Messianu DDB, Miami. A persistent problem with the account, according to previous agencies, has been a low level of spending and remuneration.

Media buying stays at Havas-owned MPG.

COD is the agency of record for Volkswagen of America's U.S. Hispanic account but the businesses are run separately and Volkswagen models are positioned differently in Latin American countries, where they are often more upscale than in the U.S. Latin America, for instance, has an entry-level model, the Gol, that has never been sold in the U.S.

Daniel Marrero, COD partner and creative director, said, "There wasn't a referral. They didn't just say 'Here.'"

Jetta and Bora
Mr. Marrero said his agency will work on the campaign to introduce a new version of the Jetta in the U.S. Hispanic market this year and launch the Bora -- the same model under a different name -- for Latin America.

COD also handles Burger King's Latin American account, which it won last year, and is producing 10 new spots to break in March.

Changing perceptions
Although U.S. Hispanic agencies don't often work on Latin American business, it may become more common as awareness grows that U.S. Hispanic creative work is improving. Four-year-old La Comunidad, for instance, has done award-winning work for both the U.S. Hispanic market and Latin America, and continues to handle Volkswagen in Argentina.

"The perception in the past has been that U.S. Hispanic is not the same as Latin America or Spain," Mr. Marrero said. "This is part of the evolution of agencies in the U.S. offering better work."


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