NBCUniversal’s TV division, one of the largest and most popular programmers in Latin America, has selected Edelman as its regional agency of record for all of its networks—Universal Channel, Studio Universal and SyFy—and its upcoming line-up of shows, including Grimm, Elementary and Suits. Led by the regional hub in Miami with support from Consumer teams in Mexico City and Buenos Aires, Edelman beat Burson-Marsteller, Fleishman-Hillard and Ogilvy for the one year assignment.

“This win comes as part of a strong beginning of FY’13 in the region and builds on the expertise we have developed with HBO Networks and a number of other clients, using our public engagement and digital expertise,” said Gail Becker, chair Canada, Latin America and Western Region, U.S. Through media relations, thought leadership and live activation, the team will work to increase trust and build brand awareness among stakeholders, position the networks as the prime entertainment destinations for young adults and promote its shows among trade, cable operators and general consumers in the region.

NBCUniversal selected Edelman because of the team’s past successes in working with top networks in Latin America, its ability to service the company’s headquarters in Miami and the firm’s local operations in the markets. Edelman’s capability to help the networks expand into new areas such as digital, marketing and consulting was also a factor. The pitch team includes Harold Hamana, Silvina Szelepski, Melissa Gomez and Michelle Abtahi, Miami; Paula Herreros and Natalia Quintana, Buenos Aires; and Bertha Merikanskas and Tim Scerba, Mexico.