Bromley Originate Change
 | This article contains promotional content. (April 2012) |
| Company type | Public company |
|---|---|
| Industry | Advertising |
| Founded | 1981 |
| Founder | Lionel Sosa |
| Headquarters | 401 E. Houston St. San Antonio, TX, United States |
Area served | Worldwide |
Key people | Ernest Bromley (Chairman and CEO) |
| Website | bromley |
![[icon]](/wiki/File:Wiki_letter_w_cropped.svg){kind=small} | This section needs expansion. You can help by adding to it. (April 2020) |
Bromley is a full-service Hispanic and Transcultural Advertising Agency that was founded in 1981. It is majority owned by Ernest Bromley, Chairman/CEO, and Publicis Groupe S.A. has a minority stake in it. Bromley is based in Downtown San Antonio in the U.S. state of Texas.
Index
[edit]In 1981 they opened their doors under the name of Sosa & Associates under the leadership of Lionel Sosa.[1]
In 1985 Sosa & Associates named Ernest Bromley as the Chief Operating Officer (COO) after successfully leading the company's Research/Account Planning department.[citation needed]
By 1989, DMB&B, Inc., NY partnered with Sosa & Associates. Shortly after the partnership, Lionel Sosa was named Chairman of DMB&B/Americas.
By 1990, Ernest Bromley became a partner and Sosa & Associates became Sosa, Bromley, Aguilar & Associates.[2] In 1993, Ernest Bromley was named Chief Executive Officer of Sosa, Bromley, Aguilar & Associates.
Only a year into his position as CEO, Ernest Bromley led the merger with Noble & Associates, Irvine California and the agency became Sosa, Bromley, Aguilar, Noble & Associates under the MacManus Group holding company.
In 1997, after the retirement of Lionel Sosa the agency formerly known as Sosa, Bromley, Aguilar, Noble & Associates became Bromley Aguilar & Associates.
Looking to further expand its resources, in 1999 the agency established Bromley/MS&L, a full-service PR division, through a partnership with Manning Selvage & Lee, one of the world's top ten PR firms.
By 2000, after several mergers and partners, Bromley Aguilar & Associates became Bromley Communications under B|Com3 holding company.
In 2002, B|Com3 holding company was purchased by Publicis Groupe, S.A., holding company and Bromley Communications joined the 4th largest conglomerate in the world.[3]
In 2004, Bromley Communications and Publicis Sanchez & Levitan merged under the Bromley Communications name to become the largest Hispanic Advertising agency in the nation in terms of size and billings.[4]
Key Campaigns and Clients
[edit]Below is a glimpse at some of Bromley's key partnerships through the years. As pioneers of Hispanic Advertising, Bromley has had many firsts in the industry.
In 1983, Sosa & Associates was named Kroger Grocery's first ever Hispanic Agency of Record (AOR).
In 1987, Sosa & Associates was named Domino's Pizza’s first ever Hispanic Agency of Record (AOR).
By 1988, Sosa & Associates became the first Hispanic agency to win a Clio for their work on “Hispanics get AIDS” in U.S. Television/Cinema category.[5]
In 1989, Sosa & Associates solidified its space in the consumer-marketing arena by being named Burger King’s Hispanic Agency of Record (AOR).[6]
In 1991, Sosa, Bromley, Aguilar & Associates was named NCNB’s first ever Hispanic Agency of Record (AOR).
In 2000, Bromley won the San Antonio Convention and Visitors Bureau account, becoming the first Hispanic agency to be named General Market Agency of Record for the city of San Antonio. This relationship lasted for 12 years and helped position San Antonio as a top vacation destination.[7]
In 2001, Bromley was named Payless ShoeSource's Hispanic Agency of Record (AOR). Over 10 years, Bromley helped launch Payless in 10 countries in Latin America and the Caribbean (Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Honduras, Jamaica, Puerto Rico).[8]
In 2002, Bromley was named the Coors Brewing Company’s Hispanic Agency of Record (AOR). With almost 10 years of being partners, Bromley has expanded its services to the MillerCoors portfolio of brands.[9]
In 2006, General Mills hired Bromley to help them reach different Hispanic consumer segments with three brands. Today, Bromley works with 13 brands targeting both the Hispanic consumer as well as the general market consumer through brands like Totino’s.[10]
Recently Bromley has helped create new brands within existing marquee brands that will speak directly to Hispanic consumers.
In 2009, the National Basketball Association partnered with Bromley to develop a specific brand for its bicultural/bilingual consumer segment by creating a brand that spoke directly to them. This allowed Hispanics to bring to the game of basketball what was theirs • Pride • Passion • Voice. Thus creating a unique brand for Hispanics - éne•bé•a.[11]
In 2008 Ernest Bromley was named the Godfather of Hispanic Advertising by the American Marketing Association’s (AMA).[12] Soon after, in 2010, Jessica Pantanini, Bromley Chief Operating Officer and former Media Director, was named the Godmother of Hispanic Marketing by the American Marketing Association (AMA).[13]
Innovations
[edit]In 1981, Mr. Bromley developed for Sosa & Associates, the Acculturation Influence Groups (AIG), a proprietary approach that grouped Hispanics consumers by acculturation lifestyles rather than by country of origin.
In 2004 Bromley launched “Latino ViBE: A Portrait of Ethnic Self-Identification among U.S. Hispanics”, a study that focused on acculturation, assimilation and the impact of ethnic identity on today's Hispanic market.
Awards
[edit]- 2011 Awards
[edit]
- 2010 Awards[edit]
|
- 2009 Awards[edit]
- 2008 Awards[edit]
|
References
[edit]- ^ "Guide to the Sosa, Bromley and Aguilar and Associates Records". Smithsonian Institution. Retrieved 13 April 2020.
- ^ "Sosa, Bromley, Aguilar: the godfathers of Hispanic advertising". Express News. 20 November 2017. Retrieved 13 April 2020.
- ^ "Publicis' Bcom3 Acquisition a Done Deal". Adweek. 25 September 2002. Retrieved 3 April 2002.
- ^ "Publicis Combines Two Hispanic Agencies". AdAge. 23 February 2004. Retrieved 3 April 2002.
- ^ "CLIO Awards". Archived from the original on 2011-06-11. Retrieved 2011-10-10.
- ^ "Burger King (R) names Sosa & Associates its Hispanic agency".[dead link]
- ^ "PBS Be more - Ernest Bromley". PBS.
- ^ "PBS Be more - Ernest Bromley". PBS.
- ^ "Coors' Distributors See Bromley's Spots". 27 March 2003.
- ^ "Bromley Wins Two of Top Six Accolades at Local ADDY® Awards". Archived from the original on 2011-06-05. Retrieved 2011-10-10.
- ^ "NBA, Bromley Launch Hispanic Marketing Campaign".
- ^ Rodriguez, Andi (3 December 2006). "'Godfathers of Hispanic Marketing' take the stage".
- ^ "AMA HONORS LAS MADRINAS - The Visionary Women of US Hispanic Advertising in Texas". Archived from the original on 2012-04-25.
- ^ "Bromley Communications Named 2011 ARF David Ogilvy Award Finalist". Archived from the original on 2011-06-05. Retrieved 2011-10-10.
- ^ "Bromley takes top prize at annual ADDY Awards".
- ^ "The ARF 2010 Ogilvy Awards Winners and Case Studies". Archived from the original on 2011-10-26.
- ^ "Bromley Young Creatives win Silver at Cannes Worldwide Creative Competition". Archived from the original on 2012-04-25.
- ^ "Bromley wins tops honors at PRSA Del Oro Awards". Archived from the original on 2012-04-05.
- ^ "The ARF 2009 David Ogilvy Awards". Archived from the original on 2011-10-26.