After more than a decade-long relationship, the Milk Processor Education Program (MilkPEP) announced that it has terminated its contract with SiboneyUSA as its Hispanic-marketing agency of record, given Siboney's upcoming closure which was first reported by Portada.. MGSCOMM will now take over direct strategic and creative development for MilkPEP across all marketing channels reaching Hispanic audiences.
“Siboney was integral in helping MilkPEP tap into the mindset of the Hispanic consumer and successfully raise the profile of milk in Hispanic households,” said MilkPEP CEO Vivien Godfrey. “Although we are saddened by their closure, we are looking forward to continuing outreach to Hispanic consumers about milk’s benefits.” MilkPEP will build upon that prior success with a new strategic partner, MGSCOMM, one of the top independent Hispanic-owned communications firms. "We are delighted to announce that MGSCOMM will direct the strategic and creative development for MilkPEP across all marketing channels reaching Hispanic audiences,” said Godfrey.
MGSCOMM is a full-service, communications company providing traditional advertising services including, strategic planning, research, media planning, buying, creative development as well as a broad range of specialized public relations, digital and social media services. “We look forward to collaborating with MilkPEP to provide Hispanic-market advertising and public relations services and to build on their current educational programs that communicate the many benefits of milk consumption,” said Manuel E. Machado, CEO/Co-Chairman, MGSCOMM,
“MilkPEP is an innovative leader in an industry that touches consumers at all life stages and we are proud to be considered as their agency partner.” MilkPEP is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the National Milk Mustache "got milk?"® Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk.
