Juan Valdez seeks comeback

By Published on .

[New York] Colombia's National Federation of Coffee Growers is seeking an ad agency to help bring back Juan Valdez, the marketing icon played by real-life Colombian Carlos Sanchez as the symbol of the worldwide campaign to promote the sale and consumption of Colombian coffee. Created in the 1960s by Doyle Dane Bernbach, the Juan Valdez campaign has been on hiatus since December 2001 due to Colombian government cutbacks. In a request for credentials now being circulated, the federation invites marketing and communications agencies to pitch its $9 million account but requires knowledge of Colombia as well as Spanish-speaking account handlers. Finalists will be notified by April 25 and a winner selected by May 9.
Most Popular
In this article: