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 e-mail, 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.