LOS ANGELES: The Mexican American Opportunity Foundation (MAOF) chose Valencia & Co., the separate public affairs arm of Valencia, Perez & Echeveste PR, as its AOR, effective September 25. Filiberto Gonzalez, the chief development officer of MAOF, told PRWeek that the Latino-serving, social service nonprofit organization hired the firm for a one-year contract, with an opportunity to renegotiate thereafter.
"Our qualifications we were looking for boil down to experience in the Latino market and experience in the nonprofit sector," Gonzalez said. Valencia & Co. "met all of our needs and they have a quality, confident team that has decades of experience."
The agency will oversee media relations and will work to position the organization within the general market and Latino communities. Valencia jumped in to help the organization with media relations after its founder, Dionicio Morales, passed away on September 24. Both the agency and the MAOF declined to release financial details of the account.
"This is an iconic organization in terms of working in the community, and for us to be able to represent them, it is quite an honor," said Manual Valencia, a partner at VPE PR, who said he has known Morales and the organization for years.
The decision was made after an extensive RFP starting in July, in which six firms responded. Miriam Galicia Duarte & Asociados was one of two finalists, along with Valencia & Co. Miriam Galicia Duarte confirmed it was involved in the RFP, but declined further comment.