Gains Anglo, Latino Advertising of Bilingual, Online Auctioneer
DALLAS–GarciaLKS has picked up the $3-5 million general market and Spanish-language advertising business of Orbis Online, a bilingual Internet auction site due to premiere in November.
“We’re building a handful of technology-based clients at the agency that are allowing us to understand the opportunity that the Internet represents among the Latin community, and I think Orbis is one of those clients,” said Luis Garcia, managing director and partner of the San Antonio-based Hispanic agency.
Orbis (Latin for “world”), located in Austin, Texas, is a startup Web venture that plans to run online auctions with side-by-side English and Spanish texts.
“This group came together and saw an opportunity to do something in the Internet space that catered to the NAFTA environment, since it’s a trade area that’s already been created,” said Garcia.
General market and Hispanic-oriented television commercials will break in Texas and California in the first quarter of 2000. Radio, outdoor and direct marketing components are also under consideration. The working tagline for the campaign, said Garcia, is: “Bid the world.”
The agency has plans to extend the campaign to Mexico and Canada.
Duties will include handling all advertising, developing strategies for opening NAFTA markets, and designating volume vendors and technology partners.
The Orbis account joins a tech-oriented group of clients which includes Quepasa!com and The Health Network at the shop.
GarciaLKS was formed in 1996 by Garcia, Lionel Sosa and Kathy Sosa. Sosa, a well-known figure in Southwest advertising circles, was a co-founder of Sosa Bromley Aguilar (now Bromley Aquilar), a Hispanic agency which was acquired by D’Arcy Masius Benton & Bowels. Following the agency sale, Sosa served as chairman of DMB&B Americas. He was in charge of advertising for 23 Spanish-speaking countries worldwide.
GarciaLKS now lists among its clients Anheuser-Busch, Dr Pepper, the Hispanic Scholarship Fund and, recently, the George W. Bush for President organization. The latter account is being jointly handled with Maverick Media in Austin.
“Politics, the Internet and mainstream clients like Anheuser-Busch make for a very interesting and diversified group,” said Garcia.