Mercury Media Announces MERCURY EN ESPAÑOL – Specialty Practice First in Direct Response Industry to Offer Full Hispanic Advertising Services

Mercury Media, the largest privately owned direct response media agency in the U.S., today announced its first full service specialty practice, MERCURY EN ESPAÑOL. The practice will be the first in the direct response advertising industry to offer Hispanic, in-language advertisers a full suite of general market, integrated direct response services.

In the midst of Nielson’s recent report of landslide losses in U.S. advertising spend—3.8 billion between Q1 2008 and Q1 2009—Hispanic television has emerged as a hotbed of opportunity for the direct response advertising industry. Last year, Hispanics placed almost 12 million orders via phone, internet or mail.

In response, Mercury Media has become a leader in Hispanic in-language measured media. Since entering the space in early 2008, the agency’s client roster has grown from two to twelve in as many product and service categories of expertise. Mercury Media already represents an impressive roster of in-language advertisers, including ConAir, InStyler, Safeway Insurance, Magic Bullet and Youthology.

“We are launching MERCURY EN ESPAÑOL in response to industry demand for a full-service, measured media practice specializing in Hispanic, in-language direct response advertising,” said Ronald C. Pruett, Jr., CEO of Mercury Media. “Our ability to integrate Hispanic campaigns within the greater whole of any given advertiser’s marketing plan makes us a perfect candidate to lead this movement.”

Led by industry veteran Marcelino Miyares, Jr., MERCURY EN ESPAÑOL will expand upon the agency’s current in-language direct response television offerings to include offerings across the burgeoning in-language internet, digital television and mobile marketing platforms. The full-suite of services will include account planning, creative management, production supervision, call center set-up and scripting, media planning, real-time campaign management and marketing analytics, among others.

“Year over year, our Hispanic DRTV business has proven a highly lucrative investment for our clients,” said Marcelino Miyares, Jr., Director of MERCURY EN ESPAÑOL. “Our goal in launching MERCURY EN ESPAÑOL is to cement our position as a leader in this space and to attract new clients looking to reach new audiences and ‘make the sale.’”

About Mercury Media

Mercury Media is the largest privately-owned, full service direct response media agency in the country, with offices in Marlborough, Massachusetts and Santa Monica, California. Established in 1989, Mercury Media specializes in long form, short form and digital direct response advertising and is committed to providing its clients with best-in-class measured media solutions across multiple platforms to achieve their strategic objectives and maximize their return on investment. By leveraging its unparalleled experience in direct response media and cutting edge analytics, Mercury Media develops and executes innovative media campaigns that deliver superior results. For additional information regarding Mercury Media’s clients, services and expertise please visit: www.mercurymedia.com
Contacts

Regan Communications Group
Megan Esteves, 212-710-0322 Ext. 518
mesteves@regancomm.com“

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