IAB Hispanic Publishers Pick Publicis Shops

NEW YORK Three Publicis Groupe agencies said they have been assigned the creative and media account to raise the profile of Internet media for reaching Hispanic consumers.

The Hispanic units of AOL, MSN and Yahoo, in addition to Terra Networks and Univision, are behind the trade campaign, which targets marketers looking to reach Latinos. The companies, which are members of the Interactive Advertising Bureau’s Hispanic committee, chose Publicis’ Lapiz for creative and Tapestry and Starcom IP for media and strategy. All three agencies are located in Chicago.

Publicis said the pro bono campaign would position the Internet as a key medium for reaching the growing U.S. Hispanic market. Nearly 14 million Hispanics are now online, according to ComScore Media Metrix.

The online, print and direct response campaign is set to launch in the second half of the year.