Hill, Holliday Wins Sun-Sentinel

Hill, Holliday, Connors, Cosmopulos has won the estimated $3-4 million media planning and buying account of Sun-Sentinel Co., a subsidiary of the Tribune Co., Chicago.

The Fort Lauderdale, Fla., unit of Boston-based Hill, Holliday defeated crosstown incumbent Lipoff and Zay as and four other undisclosed agencies.

Previously, Hill, Holliday did buying for the client’s WBZL-TV, a WB network affiliate in the Miami/ Fort Lauderdale market.

Last week’s win adds the South Florida Sun-Sentinel and Sun-Sentinel.com, along with “several undisclosed brands” to Hill, Holliday’s Florida outpost.

According to the agency’s broadcast supervisor, Michelle Cohen, the Tribune Co. will launch branding campaigns for its South Florida divisions next year.

“One thing we’ll do is consolidate the TV and the newspaper to leverage both clients’ assets,” said Cohen. “We’ll combine the billings and make it a Tribune deal.”

Creative is handled in-house at each division and was not part of the review process.

Cohen attributed Hill, Holliday’s win to the agency’s national buying clout and its understanding of the Miami/Fort Lauderdale area’s ethnic makeup.

According to Nielsen Media Research, the Miami Hispanic market accounts for 70 percent of TV households. The African American population accounts for 25 percent.

“The last thing an agency wants to do is ignore the Hispanic or the urban market,” Cohen said.