Charlotte, NC–(HISPANIC PR WIRE)–April 17, 2007–Wachovia has named ROJO Hispanic Marketing as the agency-of-record for its Hispanic marketing initiatives. In this position, the North Carolina-based firm will handle all marketing communications functions including mass media, direct marketing, public relations, community relations/grassroots programs and media buying as well as strategic planning for Wachovia’s U.S. Hispanic banking efforts.
“We are thrilled to be working with Wachovia, and we look forward to driving a true micro-market strategy”, states Cristina Morales Haltiwanger, Managing Director at ROJO Hispanic Marketing. “With ROJO’s recent growth we have recruited top talent from major Hispanic markets so we can continue to deliver on our Hispanic 401 marketing expertise.”
“We are very excited to partner with ROJO, an agency with a proven ability to help us build our brand,” states Maritza Newman, Wachovia’s Vice President and Marketing Hispanic Segment Leader. “Wachovia has an opportunity to bring relevance, credibility and differentiation to our brand by focusing on an integrated approach for the Hispanic community. Wachovia selected ROJO to help generate increased brand awareness and consideration for Wachovia in the Hispanic market. We are excited about the possibilities and look forward to making a positive impact in the community.”
“ROJO was chosen to partner with Wachovia because the agency truly understands the cultural connections and various dynamics that differentiate customers within the U.S. Hispanic market,” states Christopher Butler, Senior Vice President and Hispanic Segment Director for Wachovia. “Their experience with micro-targeting and their unique incorporation of data and analytics, along with their in-depth knowledge of this specific audience, were key decision-making factors in establishing this partnership.”
Wachovia Corporation (NYSE:WB) is one of the nation’s largest diversified financial services companies, providing a broad range of retail banking and brokerage, asset and wealth management, and corporate and investment banking products and services. Wachovia has retail and commercial banking operations in 21 states with 3,375 retail banking offices from Connecticut to Florida and west to Texas and California. In addition, two core businesses operate under the Wachovia Securities brand name: retail brokerage with 750 offices in 47 states and service affiliate offices in Latin America, and corporate and investment banking serving clients in selected corporate and institutional sectors globally. Other nationwide businesses include mortgage lending in all 50 states and auto finance covering 46 states. Globally, Wachovia serves clients through more than 40 international offices. Online banking is available at wachovia.com; online brokerage products and services at wachoviasec.com, and investment products and services at evergreeninvestments.com. At December 31, 2006, Wachovia had assets of $707 billion and market capitalization of $108 billion.
ROJO Hispanic Marketing is comprised of strategic, data, marketing and creative professionals that focus on end-to-end solutions for the Hispanic market. ROJO combines in-depth Hispanic market knowledge and high-level strategic consulting with smart, creative executions. Hispanic insights drive all of our strategies and processes to create customized solutions for acquisition, retention, cross-sell, loyalty marketing, partnerships and experiential marketing. For more information, please visit http://www.rojomarketing.com.