Detroit: General Motors has hired C/I Hispana as its agency of record for the Hispanic community.
GM had been using Ruido Group, a multicultural marketing firm, for Hispanic PR. That agency will continue working on Latino youth and multicultural advertising and marketing for the automaker.
Both agencies are owned by a recently formed minority-owned holding company, New York-based Latin Vox Communications (LVC).
C/I Hispana will handle corporate and product work for GM, striving to show the automaker's involvement in and commitment to the Hispanic community, said Roberto Ramos, LVC's president and CEO. The agency will put five people on the account, handling it from its New York office.
On the corporate side, PR will focus on such GM efforts as its recent contribution of $2.5 million to help fund construction of a headquarters for a major Hispanic organization, Ramos said.