LOS ANGELES: English-language Latino media company Mitú, which targets Latino millennials in the U.S., has named Rebellious PR as its communications AOR.
The agency will be responsible for leading media efforts on behalf of Mitú, including those about its hires, campaigns and offerings, and it will also oversee Mitú’s brand reputation.
Rebellious won the account after a competitive review with “at least one other agency,” a Rebellious spokesperson said. Chatter Republic previously worked with the media company. Rebellious declined to share what other agencies participated in the review.
The account, which is “mid-sized,” according to the firm, will be led by Abigail Idiaquez, senior account manager at Rebellious PR.
“When you consider our objective: to leverage our unique strengths in cultural authenticity, consumer insights and visual storytelling to advocate for the Latinx community, there really was no question that Rebellious PR is the right choice for us,” a Mitú spokesperson said in an email. “We aim to reestablish Mitú as the voice of the U.S. Latinx community by promoting our unique characteristics. With Rebellious, we are confident we will further expand our reach to promote and advocate for the Latinx audience.”
In March, Mitú ramped up its digital efforts through expanded content production of its music video TV channel Latido Music. The company, which reaches more than 60 million Latinos in the U.S., has been courting brands and advertisers for partnership opportunities. Latido Networks, part of GoDigital Media Group, acquired Mitú early last year with the goal of growing its Latinx customer base, according to Billboard.
Chatter Republic did not respond to requests for comment in time for publication.