DALLAS – Ornelas & Associates here, already national Hispanic promotions and media buying agency for Pepsi-Cola Co., has become joint Hispanic creative agency along with general-market shop BBDO/N.Y. as part of the soft-drink Goliath’s plan to integrate all of its marketing efforts.
While most marketers treat ethnic marketing as peripheral or adjunct to general-market efforts, Somers, N.Y.-based Pepsi is blazing its own trail with a ‘one sight, one sound’ approach to the Pepsi image.
Bill Katz, evp/senior account director at BBDO, explained that Pepsi wants to achieve ‘a consistency of message for all groups irrespective of ethnicity.’ The collaboration between the two previously unassociated Omnicom Group units is unusual in that the general-market agency is a full partner in the Hispanic creative process and is responsible for supervising the work.
Pepsi spokesperson Jose Longoria said the two agencies will bring the ‘best of both worlds’ to the Hispanic product. Longoria said O&A won’t act as a subcontractor to BBDO but as an independent. He wouldn’t disclose financial arrangements.
According to O&A president Victor Ornelas, O&A will provide concepts and ‘relevant copy’; BBDO will ensure quality and image control and high production values.
Copyright Adweek L.P. (1993)