El Sitio Signs J. Walter Thompson as AOR for US Market

El Sitio Inc., a Hispanic-oriented network that operates the El Sitio and O Site Web properties, this week tapped J. Walter Thompson to handling branding for the US Market.

Although estimated spending for the account wasn’t disclosed, El Sitio (LCTO) spent $5.9 million on advertising in the first nine months of 1999.

The effort with J. Walter Thompson is expected to include a mix of out-of-home, television, radio, print and direct mail advertising. The campaign will highlight four El Sitio products — Cupido Net, El Sitio 3D, free email, and chats.

“Creating a cohesive and distinct identity in the US is key to building a globally recognized brand,” said Mariano Varela, vice president of marketing of El Sitio USA.

The one-year contract with J. Walter Thompson will involve communication consultation, brand communication and promotional strategies, and media planning and buying.

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