MIAMI: The Latin Recording Academy, which produces the Latin Grammys, hired Edelman Multicultural as AOR after a competitive review process.
The agency will handle media relations and credentialing around the awards, provide PR support for events and programs such as "Latin Grammy in Schools," and work to elevate the profile of the awards domestically and internationally.
Gabriel Abaroa Jr, president and CEO of the Latin Recording Academy, said the three-round search process began after last year's Latin Grammys in November, and included three agencies. Incumbent Rogers & Cowan did pitch, but Abaroa declined to name the other agency involved. Financial details were not disclosed.
Rogers & Cowan worked with The Latin Recording Academy for several years and continues to serve as AOR for The Recording Academy and the Grammys.
"We wanted to expand and be much more aggressive, not only with the show business area but also Madison Avenue and Corporate America or international corporations," Abaroa said. "We needed to be stronger in certain countries and Edelman has an international structure."
A core team of approximately eight will work on the account, said Romina Bongiovanni, SVP of Edelman Multicultural, and the agency will also pull from its international offices for work in countries including Mexico, Argentina, and Brazil. The agency and the academy are discussing how to incorporate social media into the scope of work, particularly as it was a big element of promotions around last year's Latin Grammys.
"We've been supporting the Latin Recording Academy through cross-promotional efforts with clients for years," Bongiovanni explained. "We established that relationship." Abaroa said he also worked with Edelman prior to joining the Academy.
"After 10 years, you need to reinvent yourself and it is good to review all your strategies," Abaroa explained. "Starting with Edelman gives us the chance to question ourselves and see if there is anything we can improve." The 11th annual Latin Grammy Awards are set for November 11, 2010, to air on Univision.