NEW YORK: Euro RSCG Magnet has been named AOR for Banco Popular, a 112-year-old bank with offices in the US, the Caribbean, and Latin America.
Magnet's Latino practice has been working with the bank for the past year and a half, handling media and community relations for all US branches, as well as its Popular Cash Express stores. The move to global AOR is an extension of that relationship.
"They are one of the fastest-growing midsize banks in the US," said Magnet CEO Aaron Kwittken. "When companies grow so quickly, they need to... increase their external communications." The agency plans to build on the bank's motto, "Serving the Underserved."
"They have a unique offering, in that a lot of their banking is community-based banking," Kwittken said.
The corporate PR elements will be handled by Magnet's New York office, while the Latino-focused work will continue to be led by the agency's Corona, CA, office. The bulk of the agency's work will consist of financial, Latino, and popular media relations, as well as programs to extend the bank's ties to local communities.