MIAMI: The Latin Academy of Recording Arts and Sciences has chosen the Miami office of Burson-Marsteller to promote the 4th Annual Latin Grammy Awards.
Burson is charged with handling general media relations as well as community outreach
and communications for philanthropic activities.
The Latin Grammys will be held in Miami in September, marking the first time the event has taken place outside Los Angeles. The show was scheduled for Miami in 2001, but was moved to LA after Miami's Cuban population threatened to protest over the types of artists included in the show. The awards were eventually canceled due to September 11.
Burson worked with the Latin Academy on the 2001 awards, but Rogers & Cowan worked on the 2002 awards. Academy head of communications Ron Roecker said the switch back to Burson this year was predominately about geography, as the Latin Academy recently relocated its headquarters to Miami.
Burson's Miami MD and US Hispanic practice chairman Jorge Ortega also pointed to his office's strong Latin background as a factor in the decision.
"We understood the issues that they were going to be facing in the community. We understood how to do entertainment PR, and I think we also had the commitment in terms of the [bilingual] manpower we need to put into something like this," Ortega explained.