d2h Partners has acquired Arenas Group, the first Hispanic entertainment marketing agency of its kind in Hollywood,. The transaction reflects the growing demand for of OTT marketing, D2C and Direct Response expertise.
Both the Arenas and d2H brands will keep their names and identity, complementing each other’s extensive experience, and offering services including Publicity, Promotions, Creative Advertising, Media and Direct Response, and Consumer Insights. Founded by Santiago Pozo in 1988, Arenas Group has worked on more than 600 films and television campaigns throughout its 31-year history. d2H Partners, led by branded response veterans Marcelino Miyares, Jr. and Patricia Testa, is a direct response advertising agency also specializing in the US Hispanic market.
Portada interviewed Santiago Pozo, Founder, Arenas Group and Patricia Testa, Managing Partner, d2H Partners. They claim that “Arenas Group has always been a pioneer in the industry, and continues to stay ahead of the curve by bringing a deep understanding of the Hispanic values and culture to the studios. We are not a general market agency with a Latino arm, we are a Hispanic agency from top to bottom. ”
d2H Partners-Arenas Group: Changing Marketplace
Asked about how the new agency will adapt to reflect the changes in Hollywood and Entertainment (e.g. Warner Bros recently announced that it will be distributing movies on HBO Max at the same time as in theatres, the agency executives answer that” the recent announcement made by Warner Bros is a result of the unprecedented times we are living in, and opens up new opportunities to tap into a Latino audience who prefers to enjoy movies with their families at home for financial reasons. We continue to craft relevant messages for our campaigns that resonate with the Latino community.”
Asked about whether the fact that a DR (direct response) agency (d2H Partners is buying a more traditional agency (Arenas Group) reflects that DR and D2C, including OTT Marketing, expertise has substantially grown in demand, the executives answer that. “The D2C environment is evolving, and the recent changes caused by the pandemic in how we consume entertainment, call for a more focused and direct approach. That is not to say that marketing and communicational programs traditionally used in the entertainment sector will disappear, but they will have to co-exist in a more D2C-focused marketplace.”
Arenas Group’s key accounts include Walt Disney Animation Studios, Disney+, Netflix, 20th Century Fox, Archdiocese of Los Angeles, Sony Pictures, Paramount Pictures, independent producers, etc., for which they have provided a variety of marketing services from Digital to Publicity, Promotions and Creative. d2H accounts include leading marketers in the Direct to Consumer (D2C) space, such as NuWave, the maker of the Bravo XL Oven. Great HealthWorks, one of the largest vertically integrated direct-to-consumer companies in the US specialized in health and wellness, with its cornerstone product, OmegaXL. On the lead generation front, client Lincoln Heritage Life Insurance markets Funeral Advantage, the leading final expense life insurance program in the U.S.
