XL Alliance Wins Multicultural Creative Account for Post Foods

With a keen focus on cross-channel innovation, a management team of former corporate clients and a unique center of excellence model, XL Alliance wins Hispanic assignment from Post Foods, LLC.

XL Alliance will be Post Foods’ new advertising agency-of-record in support of Honey Bunches of Oats Hispanic marketing. The New York and Denver-based agency will work in collaboration with their current media agency, MV42, Mediavest Multicultural.

“We have a strong commitment to the growth of the Post business,” said Tony Shurman, Post Marketing Director. “XL Alliance has the right framework and is a great marketing partner to help continue the positive momentum we have achieved within the multicultural community.”

In its new role, XL will evolve its incumbent assignment as Hispanic digital and social media marketing agency to include advertising, cross-channel planning and shopper marketing for Honey Bunches of Oats.

“The key to our success is based on our priority for relevancy and cross-channel innovation, and we are excited to apply this thinking in support of Post’s brands,” said Liliana Gil, cofounder and Managing Partner of XL Alliance; executive who departed from Johnson & Johnson three years ago to join partners Enrique Arbelaez, Manny Fields and Armando Martin as cofounders of the agency.

“Having been former corporate clients and brand-executives, our management team has focused on designing a boutique entity with depth of expertise for areas typically underserved in Hispanic marketing which is earning us the trust and credibility of many iconic brands, including Honey Bunches of Oats,” said Gil.

XL’s service offerings are designed under a different business model challenging the traditional full-service-agency structure; a winning differentiator for Post Foods, LLC in their evaluation. With offices in New York, Denver, Los Angeles and Colombia, the firm will leverage its centers of excellence in cultural intelligence (planning and consulting arm), retail marketing and digital and emerging platforms to build through-the-line synergies in service of Post Foods’ brands.

“The unique and innovative model for XL has been enormously successful to deliver the business needs of the brand and a terrific fit with our corporate culture at Post. The creative thinking of XL fits our current business model while keeping an eye on a Total Market approach that is fast becoming a critical strategy for Post Foods. We share a vision for providing culturally relevant content based in rich insights to our consumers that ultimately secures brand loyalty,” Mike Foley, Brand Manager, US Hispanic and Export.

In addition to Post Foods, XL serves a roster of clients that includes Kroger Co., Valeant Pharmaceuticals, Diageo, among others.