PM Publicidad relaunches today as PM3, a full-service marketing solutions firm with a deep understanding of the multifaceted Total Market Approach, driven by the realization that the face of America is changing. The agency is evolving its name to highlight its expertise beyond just Hispanic, expanding its focus of the consumer target to encompass the needs of clients to reach this dynamic and rapidly changing new American mainstream demographic. This expansion builds on the agency’s established success in reaching the Hispanic market for its clients, as the agency was recently recognized as one of the 10 fastest growing Hispanic agencies in the U.S.
“Now that the Hispanic market itself has evolved, PM3 represents a rebirth,” said Ricky Echegaray, Partner, PM3. “It is the next evolution of the American marketplace, moving into the next millennium,” he added.
“We are uniquely suited to help our clients address those needs through a common insight though not necessarily by folding every group into an approach that is driven by any one particular segment,” said Eduardo Pérez, Partner, PM3.
The new agency website also goes live today. The new web address, pm3.agency, also represents a rebirth. The use of the new domain, branding it as an agency, gives it a unique identifier.
Evolving from its traditional roots as a Hispanic ad agency, PM3 was rebranded to communicate its expansion in three ways: its offerings beyond advertising campaigns, its focus to encompass total market and its new personnel, bringing in creative firepower and added top management with deep client side experience. As an example of its expanded offerings beyond advertising, most recently, PM3 on behalf of its NAPA client, created a content integration project with global sports programming giant ESPN, beIN Sports, and Fox Deportes to highlight the relationship between NAPA and the global sport of futbol. Titled the “NAPA 91st Minute”, this weekly segment represents the type of content collaboration and strategic value PM3 looks to bring to all of its clients.
“Our mission is to create engaging worlds for the untapped consumers, and we define ourselves as a creative agency with a profound curiosity for what makes human beings stop, think and take action,” said Patricio Montalbetti, Partner. As founder, it was Patricio’s vision that started PM Publicidad on this journey, and his perspective (and initials) were at the heart of the agency’s launch 11 years ago. Hence, the new name retains the heritage of their past, while reflecting the expanded outlook and offerings.
Capabilities of PM3 have expanded beyond advertising to include media planning and buying, digital asset management and production services, social media management, experiential marketing, mobile app design and development. “The rapidly expanding size of multicultural segment consumers combined with the rising influence of the millennial generation mandates an expansion of our service offerings,” said Philip Polk, SVP, Business Development. “These consumers converse, connect and live in a world that revolves around digital and social media. They expect brand messages tailored to their needs and brands that can create or facilitate experiences that bring value to their lives will gain a significant competitive advantage,” he said. “PM3’s deep insights into the consumer mindset goes beyond Hispanic to encompass African American, Asian American and the rich mosaic of today’s new American mainstream, the total market,” he added.
Based in Atlanta, GA with offices in Los Angeles and technical development satellite offices in Argentina, PM3 has global, national and Southeastern expertise. Mirroring the growth of the agency is the region itself, as Atlanta, and the entire Southeast, is an emerging market in terms of population, business and the advertising industry.
Among the changes and agency growth has been the addition of accomplished, influential talent positioning PM3 for a meteoric rise: a top-notch executive creative director from Argentina, Hernán Feuermann and Philip Polk, a seasoned veteran in corporate segmentation marketing with experience at such iconic global companies as Disney, Coca-Cola and P&G.
The agency current clients and over the last decade include NAPA, Cox Communications, BellSouth, ING, AutoTrader, Encore Movie Channel, The Weather Channel, Pollo Tropical, Arby’s, Waffle House, American Cancer Society, CNN, Starz, Discovery en Español, TNT, Florida’s Natural, Georgia Cancer Coalition, Georgia Poison Center, The Georgia Lottery, among others.
The theme of “three” also plays a part in the agency’s accompanying teaser email campaign which is underway: Good things come in “threes” as the saying goes, including Red, White & Blue; BLT; Sex, Drugs, Rock & Roll.
In their own words, here is how the PM3 team members describe their agency:
“We are restless minds, rebellious minds, creative minds, and proactive minds. We are poets, sculptors, and dreamers who come from nine different countries and speak multiple languages. We are nostalgic immigrants and soccer enthusiasts; comic book fan girls, proud rule-breakers, millenials, Gen-Xers, and binge-watching artists. Our minds are open, inquisitive, quick, and minty-fresh, which means we know how to spark that special chemistry and emotionally connect them to your brand. So yeah, we’re not average. We are so much more and look forward to working with you.”