El Sitio Signs J. Walter Thompson as AOR for US Market

El Sitio Inc., a Hispanic-oriented network that operates the El Sitio and O
Site
Web properties, this week tapped J.
Walter Thompson
to handling branding for the US Market.


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.

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