Post Food's Awards Multicultural Creative Duties to XL Alliance

NEW YORK, March 15, 2012 /PRNewswire/ -- Post Food's has announced that XL Alliance will be its new advertising agency-of-record in support of Honey Bunches of Oats Hispanic marketing. The New York and Denver-based agency will work in collaboration with their current media agency, MV42, Mediavest Multicultural.

"We have a strong commitment to the growth of the Post business," said Tony Shurman, Post Marketing Director. "XL Alliance has the right framework and is a great marketing partner to help continue the positive momentum we have achieved within the multicultural community."

In its new role, XL will evolve its incumbent assignment as Hispanic digital and social media marketing agency to include advertising, cross-channel planning and shopper marketing for Honey Bunches of Oats.

"The key to our success is based on our priority for relevancy and cross-channel innovation, and we are excited to apply this thinking in support of Post's brands," said Liliana Gil, cofounder and Managing Partner of XL Alliance; executive who departed from Johnson & Johnson three years ago to join partners Enrique Arbelaez, Manny Fields and Armando Martin as cofounders of the agency. 

"Having been former corporate clients and brand-executives, our management team has focused on designing a boutique entity with depth of expertise for areas typically underserved in Hispanic marketing which is earning us the trust and credibility of many iconic brands, including Honey Bunches of Oats," said Gil.

XL's service offerings are designed under a different business model challenging the traditional full-service-agency structure; a winning differentiator for Post Foods, LLC in their evaluation. With offices in New York, Denver, Los Angeles and Colombia, the firm will leverage its centers of excellence in cultural intelligence (planning and consulting arm), retail marketing and digital and emerging platforms to build through-the-line synergies in service of Post Foods' brands.  

"The unique and innovative model for XL has been enormously successful to deliver the business needs of the brand and a terrific fit with our corporate culture at Post. The creative thinking of XL fits our current business model while keeping an eye on a Total Market approach that is fast becoming a critical strategy for Post Foods. We share a vision for providing culturally relevant content based in rich insights to our consumers that ultimately secures brand loyalty," Mike Foley, Brand Manager, US Hispanic and Export.

In addition to Post Foods, XL serves a roster of clients that includes Kroger Co., Valeant Pharmaceuticals, Diageo, among others.

About Post Foods, LLC

Post has enriched the lives of consumers, bringing quality foods to the breakfast table since the company's founding in 1897. Post's portfolio of brands includes diverse offerings to meet the taste and nutritional needs of all families, including such favorites as Honey Bunches of Oats®, Pebbles®, Great Grains®, Post Shredded Wheat®, Post® Raisin Bran, Grape-Nuts®, and Honeycomb®.  Post is dedicated to health and wellness, offering consumers a variety of cereal choices to meet their nutritional needs from whole grain and fiber to lower sugar offerings.  For more information about Post Cereals, visit www.PostCereals.com.

About XL Alliance, LLC

XL Alliance, LLC is a cultural marketing firm and creative agency helping business leaders, corporations and brands navigate and reach multicultural markets in America. The entity offers cross-channel expertise in Cultural Intelligence™, shopper marketing, digital and new media, and branded entertainment. A certified minority owned business, the agency has offices in Denver, New York, Los Angeles and Colombia under a unique structure of centers of excellence aggregating best-of-breed talent for its verticals of expertise. For more information, please visit www.xlalliance.com.

SOURCE XL Alliance