Felix Palau of Tecate: Inspire! has what it takes to communicate best with English-speaking Hispanics

Heineken USA announced the selection of the Hispanic agency Inspire! to develop creative marketing campaigns in English for the Tecate franchise, which includes Tecate, Tecate Light and Indio brands. PRODU discussed the choice with Felix Palau, VP of marketing for Tecate, Indio and Bohemia.“Tecate is a Mexican brand and we’ve been learning more about the opportunities to be had by approaching the different segments of U.S. Hispanics in different ways. We’ve had extremely successful campaigns from our official agency, Olabuenaga Chemistri, which has handled our communications both in Mexico and the United States, with excellent results, and it will continue to be our agency of record for all communications in Spanish” Palau said.“Meanwhile we have decided that Inspire! will be our official agency for all communications in English, while Olabuenaga remains our agency of record for the U.S. Hispanic market. The reason is that we believe that Inspire! has what it takes as an agency to understand and communicate best with the English-speaking Hispanic market” he said. The executive said that Olabuenaga Chemistri will be in charge of developing campaigns for the Tecate and Indio brands in Spanish on radio, television and out of home, while Inspire! will handle communications in English for the brands, with strategies covering local media including out of home, radio and digital platforms.