Latin American Grassroots Agency PromoRed Hits U.S. Soil

The Latin American promotional agency PromoRed, specializing in below-the-line and non-traditional promotional services, has just opened a full-service office in Miami.

Among the services it offers are consumer promotions, trade promotions, event marketing, direct marketing, POP design and sales incentive programs.

PromoRed's Latin American clients include Heineken, Pepsi and Kraft, while in the USA it has partnered with Spectrum Brands, who manage Rayovac and Varta. The agency is also working with ALEN Americas, who manage the brands Ensueño and Festival.

One major impetus for the expansion into the US market, according to Account Services Manager Carola Tucker, is the absence of creative and challenging promotional strategies in the US Hispanic market: What we found was that a lot of the existing promotional programs in the US Hispanic market were very basic and not exciting. As a result, we saw an opportunity to offer our more engaging promotional strategies to the market.”

In Latin America, PromoRed has full-service offices in Mexico, Venezuela, Guatemala, Colombia, Chile and Buenos Aires, and implements programs for clients in 15 countries in the region.