LOS ANGELES: Seeking to further reposition itself from a phone company to a technology leader, Verizon Corporation has jumped into the Latino market by hiring LA-based Orci PR as its first Hispanic AOR.
The six-figure account immediately becomes the agency?s largest piece of PR business. Three new staff members will be hired to service the account.
?When you look at it from a mass market and multicultural marketing perspective, [the Hispanic market] is one of the few segments that is really growing,? explained Joe Paz, Verizon?s multicultural marketing manager. ?We really realize the strength and value of the Hispanic community.?
Orci is tasked with helping the company educate Hispanic consumers about technologies including broadband and DSL, ?and getting them up to speed on how [technology] can enrich their lives,? said Orci VP and account lead Steven Chavez.
?It?s a huge issue for the Latino community, particularly the poorer Latino community,? he added about the lack of knowledge and experience with technology that many minority groups face.
Chavez added that the agency is also charged with supporting marketing efforts, which include a recent general market repositioning, moving Verizon toward broadband and other new technologies.
?The budget was carved out from their marketing dollars, and there are people from marketing overseeing it,? he said. ?We?re now bringing [marketing messages] to life via public relations.?
Paz said that the account was not put out to bid, but that other specialist agencies were interviewed. However, Orci was chosen based both on its past relationship with the client ? its parent, La Agencia de Orci & Asociados, has handled Hispanic advertising for about seven years - as well as for the ideas it brought to the pitch, he said.