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Boehringer Ingelheim selects Republica as first US agency of record

Cross-cultural marketing agency wins US business for the pharma company's communications strategy

República, a cross-cultural advertising, digital and communications agency, has been selected by Boehringer Ingelheim to serve as the pharma company's first cross-cultural advertising agency of record, taking responsibility for the marketing communications strategy for the company in the US.

República will partner with Boehringer, the fastest-growing pharmaceutical company, to develop and execute a total market strategy that will tap into multiple divisions of the agency including research, advertising, media, branding, public relations, social media, community relations and promotions.

"We're proud to partner with República, one of the fastest-growing agencies representing the fastest-growing consumer segment in America," said Christopher Kaplan, senior vice president and chief marketing officer at Boehringer's US business.

"República's passion, creative acumen, cultural insight and impressive track record of success really sets them apart. They are cross-cultural to the core."

The multi-phase campaign will focus on introducing and raising awareness for Boehringer and several of its brand portfolios within the US's multicultural markets, with an initial effort focused on the Hispanic community. The first initiative led by the agency is expected to launch in mid 2013.

"We are extremely honoured to have been selected by Boehringer Ingelheim as the partner to execute its first, fully integrated cross-cultural marketing campaign," said Jorge A Plasencia, chairman and CEO of República. "Our team is thrilled to have the opportunity to build deep connections for Boehringer and its portfolio of respected brands within the vibrant multicultural communities in America."

Founded in 2006, República is a fast-growing, cross-cultural marketing, digital and communications agency. Last year República was recently honored with four Telly awards, 17 Addy awards, a PRSA Silver Anvil and an Anvil Award of Excellence. The company is based in Miami with satellite offices in Orlando, New York, Cleveland, and Puerto Rico.

1st March 2013

From: Marketing



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