MIAMI: The Latin Academy of Recording Arts and Sciences, the body behind the Latin Grammys, has hired a third PR agency to spearhead an initiative aimed at Latin American press.
Miami-based Newlink Group is charged with reaching out to key international audiences, including media in Mexico, Chile, Spain, Argentina, Venezuela, and Colombia.
"We decided we needed a third agency because we've taken the steps to have a dedicated Latin-American initiative on a membership level, a promotional level, and an artistic level," said Academy director of business development Ignacio Meyer. "We decided we wanted to have a dedicated effort in those countries. We've always needed it."
Newlink is working to localize press releases to those countries, as well as provide "ready-to-print" trend stories, said agency executive director of marketing and PR Angela D'Costa.
The Academy also works with Rogers & Cowan for general-market efforts, and The Axis Agency for US Hispanic outreach.
The 6th annual Latin Grammy's will take place on November 3 in Los Angeles.