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

BRAND MARKETING RESEARCH: Sponsored Posts via Influencers, Publishers More Engaging than Organic Content

BRAND MARKETING RESEARCH: Sponsored Posts via Influencers, Publishers More Engaging than Organic Content

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Attention World Cup Marketers: Fans Will Be Engaging ‘24/7’

Attention World Cup Marketers: Fans Will Be Engaging ‘24/7’

The World Cup kicks off in Russia on June 14, 2018. While Americans won’t be able to cheer for their own national team this time, US soccer fans are more engaged and excited about the tournament than ever.


As CMOs Spend More on Mobile, Budgets Are Eaten Up by Fraud

As CMOs Spend More on Mobile, Budgets Are Eaten Up by Fraud

Only one in five advertisers said they’re able to systematically combat fraud with the right tools and expertise. Why aren’t marketers taking this growing risk head-on?