LatinWorks Enters the Sears Picture

DALLAS LatinWorks Marketing has been awarded Hispanic advertising chores for CPI Corp., which owns and operates all locations of the Sears Portrait Studio, the agency said.

The Austin, Texas, shop won the account in a strategic review with undisclosed contenders. Client spokesperson Robyn Frankel said incumbent del Rivero Messianu Advertising of Coral Gables, Fla., declined to participate.

CPI of St. Louis had relied on “mostly piecemeal” Hispanic efforts which was “not an approach that spoke specifically to this market,” according to LatinWorks manager of business development Curt Young.

LatinWorks is charged with developing market research, advertising and promotions designed to extend the reach of the retailer’s photographic entity in Hispanic markets throughout the U.S. and Puerto Rico.

“The entire Hispanic population is growing, according to recent U.S. Census information, and it is one of the fastest-growing new-birth segments,” Frankel said.

Media buying remains with PHD in St. Louis.

The client’s media spending toward the Hispanic market is undisclosed. CPI spent nearly $10 million on advertising last year, according to CMR.

Last month the client shifted its general-market account to Barkley Evergreen & Partners in Kansas City, Mo., from Simmons Durham in St. Louis following a review.