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Casanova Pendrill Seeks New Hires on Miller Lite Win

Casanova Pendrill Inc. of Costa Mesa is looking to hire a half-dozen staffers after MillerCoors selected it as its agency of record for Latino marketing for Miller Lite.

The core team that put together the winning pitch is in place already, but additional support is needed in the areas of account service, creative and planning, said Ingrid Otero-Smart, the agency’s president and chief executive.

Casanova is a unit of New York-based McCann under the umbrella of the Interpublic Group of Cos. Another Interpublic unit, Initiative, is in charge of media buying for the MillerCoors account. Publicis Groupe’s Bromley, which is already handling media planning for Miller Lite, was one of the five unsuccessful bidders. Casanova’s sister agency, Draftfcb, lost the general market creative work for Miller Lite last year to Saatchi & Saatchi New York.

Factors that helped tip the scales in Casanova’s favor included “deep insights into the millennial consumer, a killer idea and a fantastic team,” Otero-Smart said by email. “Through the years, Casanova has done work for other brands such as Coors Light, Corona, Modelo and Bud Light, so we know the category well.”

MillerCoors is a joint venture of SABMiller PLC and Molson Coors Brewing Co. In 2012, its sales to wholesalers in the United States fell by 3%, while sales to retailers were down 2%, according to the Chicago-based beer maker’s annual report.

A recent University of Texas School of Public Health study found that “beer was the preferred beverage across … four Hispanic national groups.” Hence, “winning with the Latino consumer is critical,” said Andy England, executive vice president and chief marketing officer. “We look forward to bringing bigger and better Miller Time experiences to [them].”

Agency Lands Account

Toshiba America Information Systems Inc., an Irvine-based subsidiary of Toshiba America, named Grupo Gallegos its advertising agency of record for Latin America.

The Huntington Beach-based agency will work with Toshiba to develop a unified brand identity for each of its products, including the Satellite, Portege, Tecra and Qosimo notebooks, along with new tablets, TVs and hard drives.

“We are tremendously excited about the opportunity to help a world-leading brand like Toshiba with its strategic and creative positioning,” said John Gallegos, the agency’s founder and chief executive. “Latin America’s rapidly expanding economies represent huge growth potential for companies.”

Grupo Gallegos’ contract includes creative work, strategic planning and media initiatives focused on Chile, Colombia, Peru and Central America. The agency’s client roster includes Valvoline, Comcast and JCPenney.

Bits and Pieces

MOB Media Inc., an advertising agency in Foothill Ranch, celebrated its 25th year of business with a new logo, brand, website, social media portals and assorted collateral materials. … Innocean USA of Huntington Beach won four National Silver ADDY Awards from the American Advertising Federation. The winning entries, developed for Costa Mesa-based Hyundai Motor America Inc., included Sonata’s “Why,” Santa Fe’s “Don’t Tell,” Azera’s “Modern Life,” and The Walking Dead Integrated Campaign … Gazelle Inc., a Boston-based consumer electronics trade-in site, selected Ocean Media of Huntington Beach as its agency of record for broadcast media buying. The agency will focus on purchases in TV and radio, including major cable networks, such as Adult Swim, MTV, ESPN News, Spike A&E, Biography, NFL and Comedy Central. Interpublic Group of Cos.’ Mullen advertising agency is handling creative duties for Gazelle’s upcoming advertising campaign. Gazelle’s total media spending in 2012 exceeded $15.9 million, according to Kantar Media. … Pacific Coast Entertainment, a live event production company, is hosting an open house Tuesday at its new location, 7621 Woodwind Drive in Huntington Beach. … Grupo Gallegos won a Bronze Media Lion at The Cannes Lions International Festival in France for its Got Milk? Spanish-speaking market campaign, “Bedtime Stories,” the only Media Lion awarded this year to advertising agencies that specialize in the Latino market.

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