By EJ Schultz (Ad Age)
Ending an unusual experiment, Heineken USA will no longer rely on a Mexican-based agency for all U.S. advertising on Tecate. Instead, the importer has selected Inspire, Dallas, to oversee English-language campaigns for the Mexican brand, Ad Age has learned.
The marketer 14 months agoshifted the entire U.S. account to Olabuenaga Chemistri, which has long handled the brand in Mexico. The consolidation – seen as a cost-cutting move — included a limited number of English-language ads as the brand ramped up its strategy of reaching out to acculturated Hispanic drinkers.
Olabuenaga will still handle Spanish-language advertising in the U.S. But the brand was not satisfied with the English spots and tapped Inspire after a review, said Tecate VP-Marketing Felix Palau. “We realized that when a Mexican agency tries to develop English creative, it feels translated,” Mr. Palau told Ad Age. “So in all honesty, we were not comfortable with the delivery.”
Inspire is No. 41 in Ad Age’s Hispanic Fact Pack ranking of the 50 largest U.S. Hispanic ad agencies, with 2011 revenue of $4.4 million. Clients include McDonald’s and Sprint.
Mr. Palau said he is comfortable with Inspire because the agency’s employees are themselves “bi-cultural.” He added: “They speak English and they speak Spanish. They absolutely get these consumers … They have it in their DNA.”
Categories: NGL News