NEON16 Acquires Arro Media
• Latin media firm NEON16 has acquired Latina-owned and led Arro Media, a leading music marketing and social media agency founded by Cristina Arcay.
Now rebranded as AM16 Agency, the company has long functioned at the nexus of Latin music and culture, boasting a client roster that includes Shark Ninja, Meta, Adidas, Red Bull, the NFL, Xbox Bacardi and The Latin Grammy Cultural Foundation, and talent like Thalia, Tainy, Danna Paola and Juan Luis Guerra.
AM16 brings its entire client portfolio and team of experts, creatives, strategists, and designers to this new partnership. Cristina Arcay will serve as Co-President alongside NEON16’s newly appointed Chief Marketing Officer Gerry Rojas, who previously led marketing for NBCUniversal, the Latin Recording Academy, and People en Español.
In a joint statement, CEO Lex Borrero and Tommy Mottola, Chairman of NEON16 and NTERTAIN, remarked, “We have built a growing agency that will redefine how brands connect their marketing and advertising to the Latin culture because we live it day in and day out. Our team has a finger on the pulse of trends, uniquely positioned to spot them before they happen, across music, television and film. Today’s announcement further differentiates our capabilities from competitors and will bring an even more comprehensive offering to our clients and partners.”
Cristina Arcay commented, “Launching AM16 Agency represents an exhilarating new chapter in my career and the future of Arro. As a Latina entrepreneur, being able to lead and learn alongside our new partners represents a huge opportunity to reshape the industry by championing diversity, elevating ideas and fostering cultural movements that resonate with audiences worldwide.” Gerry Rojas remarked, “I feel empowered and excited to be working in a Latino-owned agency where we’re reimagining how brands and artists tell their stories authentically, while raising the Latin cultural currency and creating a true, positive impact rooted in music and culture.”
Pictured, (l-r): Tommy Mottola, Cristina Arcay, Gerry Rojas, and Lex Borrero.
