FORT WORTH, TX: Nine-month-old Hispanic Television Network (HTVN) has already reorganized its in-house PR operation and switched PR agencies.
FORT WORTH, TX: Nine-month-old Hispanic Television Network (HTVN) has already reorganized its in-house PR operation and switched PR agencies.
The Nasdaq-listed TV company has parted ways with its first PR agency of record, Multicultural Marketing Resources (MMR), in favor of Fleishman-Hillard.
MMR had been employed on a launch basis, according to the agency's president, Lisa Skriloff, who worked with the broadcaster from June to November.
The change came about partly as a result of the company moving the PR function from the creative services department to the financial division.
MMR had reported to Luis Estrada, VP of creative services, while Fleishman will now report to president and CEO Marco Carmacho. It will also work with newly appointed in-house PR executive Rosabel Lopez.
HTVN also met with Edelman and Burson-Marsteller, but opted for Fleishman because of its combination of IR expertise and Hispanic marketing practice.
The firm has organized Hispanic projects for the likes of Procter & Gamble, SBC Communications and the League of United Latin American Citizens.
The rolling contract includes a variety of assignments. HTVN wants to make the ad community aware of the channel as a way of reaching the Hispanic community. The agency is also helping the network liaise with analysts to keep them aware of upcoming events.
Monica Talan, VP of corporate marketing at Fleishman, said: 'We are helping them look at points of differentiation such as their original programming and the focus on education.'
