Guitar Center, a large retail chain of musical instruments and equipment, selected San Antonio-based advertising and public relations firm, Creative Civilization, as it dedicates its efforts to building relationships with the growing Hispanic market and music industry.

“The Hispanic market represents a large customer base for Guitar Center and we want to reinforce our relationships,” said Norman Hajjar, Executive Vice President & Chief Customer Officer at Guitar Center Inc. “Creative Civilization offers unique insights to help us create innovative and meaningful touch points with this fast-growing segment of our business.”

Strategic planning, research, creative, media and in-store promotional activities are all part of Creative Civilization’s partnership with Guitar Center.

Guitar Center will communicate to Hispanics with a new tagline “Se Habla Música” – relaying the message that music is a universal language.

“We want to build customer relationships with Latinos across the country, offering expert and personal service from our knowledgeable staff who understand the blending of language, culture and music. That’s what Se Habla Música is all about,” said Hajjar.

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