ABC TELEVISION NETWORK CHOOSES ARENAS AS HISPANIC MARKETING AGENCY OF RECORD
ARENAS TO MARKET �UGLY BETTY� AND �DESPERATE HOUSEWIVES�
TO THE GROWING U.S. HISPANIC MARKET
ABC Entertainment has selected Arenas as the Hispanic agency of record announced Marla Provencio and Michael Benson, co-senior vice presidents, Marketing, ABC Entertainment. Arenas will be responsible for Hispanic strategy, media planning and buying, as well as creative, targeting the burgeoning U.S. Hispanic market. Shows selected by ABC for Hispanic targeted marketing efforts are primetime�s �Ugly Betty� and �Desperate Housewives.�
�Bringing Arenas on board, a recognized leader in the field of Hispanic marketing, is an integral part of our strategy to reach the estimated 44.1 million Hispanics in the United States, most of which are bilingual and bicultural,� said Marla Provencio. �Adding Arenas to our cache strengthens our brand identity in the Hispanic community.�
�ABC programming is full of diverse casts that are both relevant and appealing to the Hispanic market,� added Michael Benson. Specifically targeting this powerful segment of the population makes good business sense and also reflects ABC�s commitment to connecting with our consumers in ways that are organic and meaningful.�
�We commend the ABC Television Network executives, in their efforts to expand their audience base, for having the vision to aggressively target the U.S. Hispanic market. I�d like to personally thank ABC for their faith in Arenas to deliver more bilingual and monolingual English Hispanic viewers to their shows. I also feel that in winning this account it is a testament to the high caliber of professionals that make up the Arenas team,� said Santiago Pozo, CEO of Arenas.
�The team and I look forward to this incredible partnership and opportunity with ABC,� added Elizabeth Barrutia, executive vice president of Marketing and Media for Arenas, who lead the Arenas team in their presentation to ABC.
Based in Beverly Hills, and started 18 years ago by CEO Santiago Pozo, Arenas has the distinction of being the oldest Hispanic marketing agency in entertainment. Their client roster has included studios Disney, Universal, Paramount, Warner Bros., DreamWorks and MGM, as well as Universal Home Entertainment, Buena Vista Home Entertainment, PBS and Universal Studios Hollywood.
ABC Entertainment offers quality, award-winning programming that includes many of the most widely viewed series, specials and movies. Primetime Entertainment on ABC crosses various programming genres with hit series like �Desperate Housewives,� �Lost,� �Grey�s Anatomy,� �Extreme Home Makeover: Home Edition,� �Boston Legal,� �According to Jim,� �George Lopez,� �Dancing with the Stars,� �America�s Funniest Home Videos,� �Supernanny� and �Wife Swap.� In Late-Night, �Jimmy Kimmel Live� celebrated its third anniversary in January, 2006. ABC Entertainment is part of the ABC Television Network and is managed by Disney-ABC Television Group, a division of The Walt Disney Company.
Arenas Entertainment, a diversified entertainment and media company founded in 1988, is the leading Hispanic marketing company in the entertainment industry, having marketed over 250 films for major motion picture studio clients. With a unique team of experienced bilingual and bicultural executives, Arenas creates tailored Latino marketing campaigns through marketing strategy, creative advertising, media planning, media buying, research, publicity and promotional efforts.