Iceland Health LLC has chosen Quigley-Simpson Multi-Cultural as its agency of record for it US Hispanic television advertising efforts.
“In the past, we were working with one-note companies, basically media buys and that was it, but Quigley-Simpson is much more interested in helping you develop your brand and bring a lot more depth and breadth and versatility,” said Mark Stenberg, president of Iceland Health. Names of prior agencies were not disclosed.
Quigley-Simpson will help the nutritional supplement company expand its already-existing footprint in the US Hispanic DRTV market. The agency will primarily perform media planning and buying duties for three of Iceland Health’s products — Omega 3, Joint Relief and Chromax.
Direct response campaigns, including television, radio, newspapers, call centers and e-commerce, attract the lion’s share of Iceland Health’s customers. The company’s products are also sold in health and drug stores nationwide. Iceland has six new products coming out in the next nine months, all of which will be advertised in direct response campaigns.
Stenberg said other factors leading to the account win were financial and personnel resources, in particular Quigley-Simpson’s Kathy Moore, SVP of the recently launched multichannel arm of the agency.
The division saw success with its earlier work with skincare company Murad Inc. After launching a Hispanic test market campaign for Murad this summer it has won several other Spanish-language assignments. Clients include Proctor & Gamble, HairClub and Lexicon.
“In the traditional market, you have many more media opportunities,” said Gerald Bagg, CEO of Quigley-Simpson, of the challenges in multicultural marketing. “You can segment, be more targeted by focusing on certain channels like the Food Network or HGTV, whereas in Hispanic advertising, the channels are far more general.
“Another challenge is messaging,” he continued. “There’s a creative challenge – targeting and not talking down to your audience.”