Latin Recording Academy picks Rogers & Cowan

LOS ANGELES: The Latin Recording Academy has selected Rogers & Cowan as AOR for the 12th Annual Latin Grammy Awards, set to take place November 10.

LOS ANGELES: The Latin Recording Academy has selected Rogers & Cowan as AOR for the 12th Annual Latin Grammy Awards, set to take place November 10.

The scope of work includes media relations, event staffing and support, schedule coordination, and social media assistance. The firm will handle the account from its Los Angeles office, led by VP Maureen O'Connor.

“We have a great rapport with them, and they really understand our company, our goals, and a lot of the different audiences we need to take care of, from talent to membership to executives and consumers,” said Barb Dehgan, VP of communications and media relations at The Latin Recording Academy.

Rogers & Cowan served as AOR for the first 10 Latin Grammy Awards shows until last year, when the Academy hired Edelman Multicultural. At that time, the organization wanted to determine whether a new approach or agency would benefit the account, Dehgan said.

“That agency was great to work with as well, but we found that there were some things that were just more consistent working with Rogers & Cowan, and it just seemed like a natural fit because we've had this longstanding relationship,” she added. An Edelman representative could not be reached for comment.

Rogers & Cowan will support the account through the end of the year.

“We have longed recognized that a successful campaign to reach fans of Latin music must tap into the passions that drive this robust audience,” said Tom Tardio, CEO of Rogers & Cowan.

The awards will take place at the Mandalay Bay Events Center in Las Vegas, and will be distributed to more than 100 countries. The budget of the account was not disclosed.  

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