Corona’s Creative Shake-up


December 11, 2006

Corona's Creative Shake-up

Following Corona's decision to change its U.S. distributors and general market agency in October, the brewer announced that it is consolidating its Hispanic efforts and awarding the account to Casanova Pendrill.


The assignment, for Corona Extra, Corona Light and Modelo Especial, which is worth an estimated $15 million to $20 million, was previously split by Español Marketing and GlobalHue.

Casanova will handle strategic planning, creative development, production, media buying, promotions and public relations for the three brands.
Casanova Pendrill is no stranger to the market, however, having worked extensively with both Coors and Miller over the past twenty years. Casanova Pendrill's foremost duty is to help Corona maintain the stellar growth it has enjoyed in recent years.


As reported by Portada, Corona recently consolidated its $42 million general market advertising account with Cramer-Krasselt, Chicago. Click here for the article.


To get information about Portada's Online Directory of Hispanic Media Buyers/Planners please click here.


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.


Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 


4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.