AGENCY
Ingrid Smart, CEO/President
Carla Noriega, VP Group Account Director
Wilmari Suria, Account Supervisor
Elias Weinstock, EVP/Chief Creative Officer
Marco Muñoz, Executive Creative Officer
Will Pierce, EVP/Chief Strategy Officer
Suzy Ghov, Associate Planning Director
Humberto Rodriguez, Director of Broadcast ProductionMarlene Venero, Associate Creative Director
Jonathan Lackey, VP Digital Operations
Mike Surabian, Managing Director
Kelly Monaco, Vice President
SUMMARY
Mucinex under-indexed among Hispanics and needed to close the penetration gap. The problem? Mucinex wasn’t relevant enough and/or as trusted as other staple brands in Hispanics households. To connect in a culturally relevant way with our audience and start addressing the gap we introduced the brand by celebrating the real-life stories of Hispanics doing amazing things for the people in their communities through a series of long-form documentaries and content. Our campaign helped increase brand penetration with Hispanics by +25% vs. prior year.
