H&R Block Taps Lapiz for Hispanic

BOSTON Lapiz said it has been selected by H&R Block to handle integrated advertising chores targeting the Latino market.

The agency in Chicago already had a relationship with the tax preparer, handling a Web site development assignment.

Lapiz’s mandate now expands to include TV, radio, outdoor, Web, promotions and other materials.

The shop won the chores following a review. Independent Cruz/Kravetz:Ideas in Los Angeles has previously worked on the client’s Hispanic assignment.

“What Lapiz was able to bring to the H&R Block brand was a clear understanding of our business, coupled with a fresh perspective in both strategy and creative development,” said Kathy Collins, client vp, marketing, communications and brand management. “Their expertise and deep consumer insights proved to be the winning proposition for the brand. Quite simply, they nailed it.”

“We look forward to working with this blue-chip client to expand their presence, becoming the tax solution for the burgeoning Hispanic market,” said Dolores Kunda, agency CEO and president.

H&R Block spent about $1 million last year in Hispanic media; and overall, the company spent $120 million on U.S. ads, per TNS Media Intelligence. The lead agency on the business is Interpublic Group’s Campbell Mithun in Minneapolis.

The agency also works for clients such as Coca-Cola, Hanes, InBev, Kellogg and McDonald’s, among others. The company was originally the Hispanic division of Publicis Groupe’s Leo Burnett, but Lapiz established its own identity in 1999 and has since established itself as one of the fastest growing multicultural agencies in the U.S.