Camelot Communications Expands its Hispanic Operations


November 20, 2006
Camelot Communications Expands its Hispanic Operations


Dallas, TX, based Camelot Communications, the largest independent media and strategy advertising agency in U.S., is expanding its Hispanic team. Rodrigo Vallejo will start today as Camelot's new Hispanic Media Account Director (see today's Changing Places). Vallejo will work on the company's Hispanic brands including Tortillas Guerrero (Mission Foods), Compass Bank, 7 Eleven and Blockbuster (this last account has a very limited Hispanic advertising activity). Jim Lucero, Managing Director and Head of Multicultural at Camelot Communications tells Portada that in the spring of 2005 he merged the Lucero Agencywith Camelot Communications (owned by Tom Calahar). At the time Camelot was already doing $70 million in Hispanic billings a year.


“We are a media and strategy based agency that has a lot of resources but more freedom.. There are things that an independent agency can do that are liberating,” says Lucero.


Hispanic Accounts

Camelot has three accounts with large Hispanic budgets, Lucero notes. Compass Bank, a regional bank with a strong presence in the Southeast, Texas and Phoenix, The main media bought by Compass Bank in 2006 includes out of home (billboard), newspaper and radio. Tortillas Guerrero (Mission Foods's Hispanic brand, its English brand is called “Mission Tortillas”) has a multimillion dollar annual budget for the Hispanic market.

Up till now it has mostly invested in TV, although online media will be added in 2007. “We recognize the value of the online component”, Lucero notes. Tortillas Guerrero mostly targets Mexican Americans. 7 Eleven, Camelot Communications third Hispanic account does mostly radio advertising.

On December 1st Camelot Communications will announce a new Hispanic account the agency recently won. Camelot's biggest Hispanic acccount is Southwest Airlines.



Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.