Spanish banking giant Banco Bilbao Vizcaya Argentaria has done an interesting media buy. For corporate branding purposes, the bank has bought media in Spain, Latin America and the U.S., where it owns Compass Bank and recently re-branded it BBVA Compass.
Grupo Latino de Radio (GLR) is an important beneficiary of the campaign, being present in the U.S., Latin America and Spain. The campaign started last June. Media planning and buying was done by the Spanish subsidiaries of OMD and Media Planning.
Grupo Latino de Radio and Fox Networks are the only media properties that have the footprint for a “global” Spanish Media Buy in Spain, Latin America and the U.S.
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