February 08, 2005

Rella:Cowan Advertising took home the prestigious Mosaic Award from the ADDY Awards ceremony on Saturday, February 19th for a direct mail series created for CMG Partners in support of its Hispano practice. This is the first year the American Advertising Federation (AAF) presented the award locally through the Triangle Ad Club. The Mosaic Award is presented to an ADDY entry that shows the greatest understanding and sensitivity of the targeted ethnic or cultural market's specific issues and attitudes.

“We’re thrilled that our efforts were recognized by the AAF,” says Russ Lange, a partner with CMG Partners. “The campaign was intended to inform the banking industry – in a fun, hard-hitting way – that there’s an opportunity in the Hispanic market waiting for them. It seems to be changing because our Hispano practice has grown significantly, and one of the reasons is because of this very targeted, effective campaign.”

The award-winning direct mail series targeted senior retail bank executives in emerging Hispanic markets, encouraging them to partner with CMG Partners to enhance their Hispanic marketing initiatives by developing and promoting services and products that better meet the needs of Hispanic consumers. The series consisted of three mailers, each featuring a provocative question to engage and educate the executives about opportunities in the Hispanic market. Each mailer also included a flag from Mexico, Puerto Rico, or El Salvador to reflect the uniqueness of the Hispanic demographics within the banks’ footprint.

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