Liberty Communications Names VMLY&R Agency of Record

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.