"Red" ("Network"), a word that highlights advertising's scope and strength, and "Mas" -which stands for "Mobile Ad studio"- represents LatCel's growth. The new name and business strategy reflect the company's wider collection of products and services available.
"Our evolution as a company and offer value translates into RedMas, and represents our commitment and focus in mobile advertising for the rising Hispanic market," said Jorge A. Rincón, CEO of RedMas.
RedMas will be a vital tool within the business strategy planed by Adriana Cisneros de Griffin, the organization's strategy VP and director. RedMas provides total scope as an advertising network, in addition to offering current and potential clients mobile strategy design and development, including the creation of HTML5 portals and apps for different operative systems such as Android, IOs, Windows, Symbian and tablets.
"RedMas represents our new outlook on advertising. We are increasing our investment in this company since we believe the mobile market represents a great opportunity for all brands to create a strong bond with current and potential clients. We can provide added value through this offer, as we've done in the past when the Cisneros Organization helped create Univision in 1986. We are currently the first to invest in mobile communication media outlets for the Hispanic market," Victor Kong, digital media VP for the organization, said.
RedMas was created in 2004 under LatCel's brand, with a business strategy aimed at the Hispanic US market, carrying out different strategies within the mobile industry, including one of the most important advertising networks in this market, which later expanded to the Caribbean, Central America, Mexico, Venezuela and Colombia. RedMas includes dozens of associated brands, such as GolTV, Televisa, Univision, Todobebé, AccuWeather, Sprint and MetroPCS, providing over 200 million mobile ad prints per month, 80% of which are concentrated in the Hispanic US market.