Tommy Mottola and Lex Borrero’s Latin American media company NEON16 is acquiring Arro Media from Cristina Arcay in a merger that will rename the company AM16.
NEON16, the Latin American media company owned by moguls Tommy Mottola and Lex Borrero, has acquired and led Arro Media, a leading music marketing and social media agency founded by Cristina Arcay. The new combined The company is renamed to AM16 Agency.
Known for their expertise in storytelling, NEON16 and Arro have long served as integral parts of the Center for Latin Music and Culture. AM16 clients include Shark Ninja, Meta, Adidas, Red Bull, NFL, Xbox, Bacardi and The Latin Grammy Cultural Foundation, as well as talent such as Thalia, Tainy, Danna Paola and Juan Luis Guerra.
AM16 brings its entire client portfolio and team of creatives, designers, experts and strategists to this new partnership. Cristina Arcay will serve as Co-President alongside Gerry Rojas, NEON16’s newly appointed Chief Marketing Officer, who has extensive experience in entertainment marketing. Rojas’ work includes directing NBCUniversal, the Latin Recording Academy and People en Español.
“We have built a growing agency that will redefine how brands connect their marketing and advertising to the Latin American culture that we live by every day,” said Lex Borrero, CEO, and Tommy Mottola, Chairman of NEON16 and NTERTAIN .
“Our team has its finger on the pulse and is uniquely positioned to spot them before they appear in music, television and film. Today’s announcement further differentiates our capabilities from the competition and will provide our customers and partners with an even more comprehensive offering.”
AM16’s competencies include brand partnerships and strategy, product development, content production for all platforms, 360 creative design services, music marketing, social media management, digital marketing, public relations and experiential events.
“The formation of AM16 Agency represents an exciting new chapter in my career and the future of Arro,” said Cristina Arcay, Co-President. “As a Latin American entrepreneur, the opportunity to lead and learn alongside our new partners represents a great opportunity to reshape the industry by championing diversity, nurturing ideas and fostering cultural movements that resonate with audiences around the world resonate with the world.”
“I feel empowered and excited to be working at a Latin American agency where we are reinventing the way brands and artists tell their stories authentically, while empowering Latin American cultural currency and making a real, positive impact that.” rooted in music and culture,” concluded Gerry Rojas, CMO.