Guitar Center ‘Picks’ Creative Civilization

SAN ANTONIO--(BUSINESS WIRE)--Guitar Center, the world’s largest retail chain of musical instruments and equipment, selected San Antonio-based advertising and public relations firm, Creative Civilization, as it dedicates its efforts to building relationships with the growing Hispanic market and music industry.

“Creative Civilization offers unique insights to help us create innovative and meaningful touch points with this fast-growing segment of our business.”

“The Hispanic market represents a large customer base for Guitar Center and we want to reinforce our relationships,” said Norman Hajjar, Executive Vice President & Chief Customer Officer at Guitar Center Inc. “Creative Civilization offers unique insights to help us create innovative and meaningful touch points with this fast-growing segment of our business.”

Strategic planning, research, creative, media and in-store promotional activities are all part of Creative Civilization’s partnership with Guitar Center.

“Guitar Center is the premier retailer and brand when it comes to musical instruments and equipment,” said Al Aguilar, Chairman and CEO of Creative Civilization. “Whether it’s Tejano, tropical, Latin jazz or mariachi, Guitar Center offers great products and service to Latino musicians across the country.”

Guitar Center will communicate to Hispanics with a new tagline “Se Habla Música” – relaying the message that music is a universal language.

“We want to build customer relationships with Latinos across the country, offering expert and personal service from our knowledgeable staff who understand the blending of language, culture and music. That’s what Se Habla Música is all about,” said Hajjar.

Guitar Center is the leading United States retailer of guitars, amplifiers, percussion, keyboards and pro-audio and recording equipment. Our retail store subsidiary operates 214 Guitar Center stores across the United States. In addition, our Music & Arts division operates 95 retail stores specializing in band and orchestra instruments for sale and rental, serving teachers, band directors, college professors and students. We also are the largest direct response retailer of musical instruments and related products in the United States through our wholly owned subsidiary, Musician’s Friend, Inc., and its catalogs and owned or operated websites.

Creative Civilization is a new breed of agency, creating a new culture of advertising, addressing the cross-pollenization of America. From the general market, Hispanic market, to business-to-business market, Creative Civilization offers a full range of marketing, advertising and public relations services. Based in San Antonio, Texas, a prime example of the new American paradigm, the agency was founded in 1999 by advertising leaders Al Aguilar and Gisela Girard. The agency’s mantra, Inspiration Is All Around Us™, fuels creative solutions across all agency disciplines.