HispanicBusiness

SAN ANTONIO, Texas — Circuit City selected San Antonio-based Bromley Communications, an Hispanic marketing company since 1981, to lead the giant consumer electronics retailer's first formal foray in the U.S. Hispanic marketing arena. Circuit City Stores, Inc., with headquarters in Richmond, VA, operates 618 Circuit City Superstores and five mall-based stores.

"Since this is Circuit City's first formal Hispanic marketing effort, we were searching for a full service agency who demonstrated a depth of marketing expertise, a strong understanding of the retail industry and a deep understanding of the U.S. Hispanic consumer," said Justin Lewis, vice president of marketing for Circuit City Stores, Inc. "Bromley, without a doubt, proved its strengths in these areas."

Bromley Communications was awarded the account after an initial screening of more than 20 Hispanic agencies. An initial group of six was invited to present credentials, prior to a second round of three agencies that presented recommendations and concepts. The full-service national assignment includes media planning, strategic planning, account service and creative.

"This is a great way to ring in the new year," said Ernest Bromley, the agency's CEO. "Circuit City's market dominance in this highly competitive category represents great marketing challenges for us as we extend its market leadership into the Hispanic consumer market. We think Circuit City is a great match for us, and we are honored to have been chosen as its first Hispanic market agency partner."

Bromley's retail expertise includes representing Burger King Corporation for the last 14 years. In 2003, the agency was recognized by the Association of National Advertisers Multicultural Excellence Awards for its work on behalf of Payless Shoe Source and Procter & Gamble."