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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