Grupo Gallegos defines itself as a “culturally attuned” ad shop—and its newest accounts support the contention.
The Huntington Beach-based firm—which made its name developing Spanish-language campaigns for general-market brands—recently signed on with San Diego-based Coronado Brewing Co. as its creative agency of record.
Grupo Gallegos will handle brand strategy, creative services, digital and social media, with a focus on new, seasonal and limited-release products for all market segments.
“This is now the second client that has come to us and said, ‘Yes, Hispanics are an important part of our customer base, but so are non-Hispanics—can you do both for us?’” said founder and Chief Executive John Gallegos.
Coronado sells its craft beers—including Islander IPA, Orange Ave. Wit, and Idiot IPA—in 19 states, New Zealand, Japan, Mexico and Brazil. Grupo Gallegos’ first work for the 20-year-old brand, scheduled to launch nationally this year, will target consumers ages 21 to 29.
“I have no doubt that Grupo Gallegos will allow us to expand and innovate,” Brandon Richards, Coronado’s vice president of sales and marketing, said in a statement.
Grupo Gallegos also picked up the digital and social agency-of-record designation for the general market and Spanish-language work for Hass Avocado Board, the Mission Viejo-based marketing group that’s funded by domestic producers and importers of the fruit variety and promotes its consumption in the U.S.
“They also had that shared vision that they need to win with Hispanics and non-Hispanics for them to be successful as a business venture,” Gallegos said. “We are able to deliver them both—it’s not one or the other, the way we strategize, the way we create and the way we go to market, and I think that’s what they were drawn to—our creativity, our understanding of the cultural landscape, and our ability to translate that in the digital and social space.”
The ad agency’s other clients include the California Milk Processor Board in San Clemente, Cypress-based Mitsubishi Motors North America Inc., TurboTax and Foster Farms, for which it creates mostly Spanish-language campaigns geared toward Latino consumers. Grupo Gallegos recently forged a “strategic partnership” with Irvine-based Kia Motors America Inc., a relationship that has since led to the agency managing social media initiatives for the Hispanic market, “in addition to assisting Kia in other efforts.”
Gallegos said he’s “expecting double-digit growth” in revenue this year. The agency ended last year with $24 million. It employs 90, including Dave Damman, who came on board last month as chief creative officer and co-president, and shares the title with Chief Strategy and Engagement Officer Andrew Delbridge.
