Masterfoods Selects Cultura as Hispanic Ad Agency

Candy Marketer to Double Hispanic Spending

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NEW YORK ( -- Masterfoods USA has chosen Cultura, a Dallas-based Hispanic ad agency that is 49% owned by Omnicom Group, as its new U.S. Hispanic agency after a three-month review, according to the company.
Cultura is scheduled to immediately start work on the Snickers brand account.
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Masterfoods consolidated its global business a year ago with Omnicom shops TBWA Worldwide and BBDO Worldwide, dropping Grey Global Group.

Zubi's claims
Zubi Advertising, a Miami-based independent Hispanic shop, resigned the Masterfoods account in September 2005, claiming the confectionery giant’s interest in the Hispanic marketing had dwindled, with less marketing support behind fewer brands. The company’s head of Hispanic marketing, Ethnic Marketing Manager Roberto Garcia, had left the company six months earlier and was not replaced.

Michelle Kessler, Masterfoods USA’s VP of marketing, denied that the company was spending less money on Hispanic marketing, and said a decision was made to embed responsibility for ethnic marketing at the brand level.

Ms. Kessler could not be reached this week but said in a statement, “The Hispanic market is an increasingly important part of Masterfoods USA’s core consumer base. Cultura brings unparalleled creativity and consumer insight to effectively connect with Hispanic consumers.”

Doubling 2006 Hispanic budget
Masterfoods USA will begin working with Cultura immediately on the Snickers brand, and intends to double its Hispanic budget in 2006, according to the statement.

With the Masterfoods account decided, the next U.S. Hispanic account awarded is likely to be that of Hyundai Motor America, valued at between $20 million and $30 million. A decision is expected in January from a four-agency shortlist. Incumbent Dieste Harmel & Partners, Dallas, resigned the business in October when the car maker decided to review the account.

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