Mercury Media has launched Mercury En Espanol, a unit that will offer Hispanic-focused, in-language advertisers a full suite of general market, integrated direct response services. According to a company statement, in 2008 Hispanics placed almost 12 million orders via phone, Internet or mail channels.
Led by industry veteran Marcelino Miyares, Jr., Mercury En Espanol will expand upon the agency’s current in-language direct response television offerings to include offerings across the burgeoning in-language internet, digital television and mobile marketing platforms. Services available include account planning, creative management, production supervision, call center set-up and scripting, media planning, real-time campaign management and marketing analytics, among others.
“Our Hispanic DRTV business contributes to the overall growth of Mercury Media despite industry-wide losses because, year over year, this segment has proven itself a highly lucrative investment for our clients,” Miyares said in a statement. “Our goal is in launching Mercury En Espanol is to cement our position as a leader in the Hispanic DRTV space and demonstrate to new clients the difference between media performance and business performance. Smart marketers look to reach new audiences and ‘make the sale’ during a time when the bottom line matters most.”
