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Grupo Gallegos has been named the Hispanic advertising agency of record by Girl Scouts of the USA (GSUSA). The announcement was made by agency founder and CEO, John Gallegos, following a competitive review.
Said agency founder and CEO John Gallegos, “Hispanic girls are an important part of our nation’s future and a part of the U.S. Hispanic landscape. We understand that there’s insufficient awareness among the Hispanic community about the Girl Scouts of the USA and we’re going to change that. Having the opportunity to work with this esteemed organization is a great honor. The work we produce will ensure that this 96-year old association gains the recognition among Hispanic women and girls it truly deserves.”
“Diversity has been a Girl Scouts core value since the organization’s inception in 1912,” said Laurel Richie, GSUSA SVP/Chief Marketing Officer. “Our founder, Juliette Low, strove to include girls from a variety of racial and socioeconomic backgrounds and her legacy lives on today. Girl Scouts of the USA is committed to ensuring that its membership reflects the world we live in, and is dedicated to reaching out to African-American, Asian and Latina girls and volunteers. “
Richie continued, “Our partnership with Grupo Gallegos will enable us to better market and promote ourselves to the parents of future Hispanic female members and adult volunteers. Grupo Gallegos’ insights and noted track record of Hispanic consumer campaigns made this decision an easy one.”
Grupo Gallegos will work with the Girl Scouts of the USA to increase awareness, build trust in the community and ultimately recruit Latinas into the Girl Scouting Movement from among the Hispanic populations in its key opportunity markets. The markets include California, Texas, Florida, New York/New Jersey, and Illinois.
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