Liberty Communications Names VMLY&R Agency of Record

SAN JUAN (12/9/21) – Liberty Communications, a leading communications company offering fixed and wireless services in Puerto Rico and the United States Virgin Islands as part of Liberty Latin America (LLA), has announced VMLY&R will serve as the brand’s strategic and creative agency of record.

The new partnership is effective immediately in pursuit of developing marketing strategies and creative work across the Liberty Mobile, Liberty Home (paid TV, broadband, and VoIP telephony), and Liberty Business (B2B) divisions. Scope will encompass brand strategy and positioning, brand advertising, retail advertising, and digital. VMLY&R will also support ecommerce, consumer research and product development.

The competitive review process lasted six months with the top leading participating. VMLY&R was chosen based on its focused strategic approach and creative excellence.

VMLY&R previously worked alongside Liberty to execute a rebranding strategy after Liberty Latin America acquired AT&T’s wireless and wireline operations in Puerto Rico and the U.S. Virgin Islands in October 2020. The co-branded campaign, aimed at rebranding “Juntos, Más,” was able to provide an emotional dimension to a brand’s historically functional messaging. The campaign was very successful in attracting new clients and retaining current ones.

“It’s a huge honor to be chosen to work alongside Liberty,” said Iván Santos, CEO, VMLY&R San Juan. “Right from the start, we could tell we are like-minded, driven and passionate partners. We have a long legacy of leading brands through transformation and are looking forward to working alongside Liberty to help them retain market leadership in Puerto Rico and the USVI.”

VMLY&R will work to continue building momentum for Liberty with the recently launched NEW LIBERTY campaign with a new logo and new slogan, “Tu Mundo Mejor Conectado.”

“For this new chapter in Liberty’s history, we were looking for a partner with proven experience representing leading brands in the telecom industry with a comprehensive strategic approach and unique creative perspective that would help us communicate the story of our evolution into a world-class, complete telecom service provider from a fresh point of view and would help us deliver this message. In addition, it was essential for us to have a partner that shares our values and matches our culture,” said Naji Khoury, president and CEO of Liberty Puerto Rico.

 

About Liberty Communications of Puerto Rico LLC:
Liberty Communications of Puerto Rico, a subsidiary of Liberty Latin America, is the leading integrated communications and entertainment provider in Puerto Rico. The communication services that Liberty provides include broadband Internet, high-definition video, advanced digital telephony and mobile services for residential and business customers. As of September 30, 2021, the company has approximately 965,000 revenue generating units (RGU) for its internet, video and telephony services in 76 municipalities around Puerto Rico. The company also has over 1 million mobile subscribers throughout Puerto Rico and the U.S. Virgin Islands. Business services cover end-to-end IT and communications solutions for companies of all sizes. These include enterprise-grade connectivity, data center, hosting and communication infrastructure managed solutions, plus wireline products and services. For more information, please visit www.libertypr.com.

About Liberty Latin America
Liberty Latin America is a leading communications company operating in over 20 countries across Latin America and the Caribbean under the consumer brands VTR, Flow, Liberty, Más Móvil, BTC and Cabletica. The communications and entertainment services that we offer to our residential and business customers in the region include digital video, broadband internet, telephony and mobile services. Our business products and services include enterprise-grade connectivity, data center, hosting and managed solutions, as well as information technology solutions with customers ranging from small and medium enterprises to international companies and governmental agencies. In addition, Liberty Latin America operates a sub-sea and terrestrial fiber optic cable network that connects over 40 markets in the region.

Liberty Latin America has three separate classes of common shares, which are traded on the NASDAQ Global Select Market under the symbols “LILA” (Class A) and “LILAK” (Class C), and on the OTC link under the symbol “LILAB” (Class B). For more information, please visit www.lla.com.

About VMLY&R
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Made up of more than 12,000 employees worldwide, the agency has principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Colgate-Palmolive, Danone, Dell, Ford, New Balance, Pfizer and Wendy’s. For more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).