Pfizer Selects The Bravo Group for Hispanic Market Efforts
Posted by Elena del Valle on March 2, 2006
Gary Bassell, chairman & CEO, The Bravo Group
New York City – Pfizer Consumer Healthcare selected The Bravo Group, a well known Hispanic market agency, as its advertising agency of record for the U.S. Hispanic market. Bravo, which has 20 years of healthcare experience, will develop multi-brand marketing programs for Pfizer Consumer Healthcare.
“Pfizer Consumer Healthcare is committed to building strong relationships with Hispanic consumers,” said Jaime Aranda, director, Ethnic Business Development at Pfizer. “After an agency review, we were persuaded by Bravo’s integrated marketing capabilities, robust strategic planning process, media buying structure and expertise in marketing to Hispanic consumers in this country.”
Pfizer Consumer Healthcare and Bravo are evaluating a full array of marketing practice options facilitated by the agency’s experiential marketing practice including retail and promotional marketing, digital/interactive and direct marketing/crm targeting Spanish-speaking consumers in the United States. Pfizer Consumer Healthcare joins The Bravo Group’s roster of blue chip clients that includes Cingular, Sears, Mazda, Kraft Foods, ChevronTexaco, Miller Brewing Company, Visa, Microsoft, Hertz, U.S. Postal Service, The New York Times and Time Warner Cable.
“Healthcare marketing to Hispanic consumers is uncommonly rewarding,” explained Gary Bassell, chairman and CEO of The Bravo Group. “It’s an area where acute planning insights can be effectively leveraged, dimensionalized brand experiences developed utilizing a range of marketing practices and the team instilled with a sense that work with a meaningful benefit is being done for the market.”
De Jesús-Cutler, president & COO, The Bravo Group
“One of the fastest growing segments in the Hispanic market is healthcare, and Pfizer, a Fortune 500 leading healthcare company, has long recognized the contributions Hispanics have made to their business,” said Linda De Jesús-Cutler, president and COO, The Bravo Group. “We look forward to partnering with them and building on their success,” she added.
The Consumer Healthcare Division of Pfizer Inc., headquartered in Morris Plains, New Jersey, is described as the world’s second-largest consumer healthcare company, with a portfolio of market-leading brands that include Benadryl®, Listerine Antiseptic Mouthwash®, Neosporin®, Sudafed®, Visine®, and Zantac®. The Bravo Group, a Young & Rubicam Brands company, is a pioneer agency of Hispanic marketing that continues to be a leader today among U.S. Hispanic integrated communications agency groups after 25 years in the U.S. Hispanic market.
Established in 1980, The Bravo Group has created award-winning marketing programs that include research and strategic planning; advertising, interactive/digital, direct, promotional and event marketing; media planning/buying; branded entertainment and public relations. Recognized in 2005 as one of the two largest Hispanic agencies in the U.S. by Advertising Age, the company is headquartered in New York and has offices in San Francisco, Chicago, Miami and Irvine, California.