Legion Claims Portion of Qwest Assignment

DALLAS Qwest Communications has hired Legion Advertising and Arvizu Advertising and Promotions to create work targeted at Hispanics in the telecom’s 14-state local-service region, the client said.

Dallas-based Legion and Arvizu of Phoenix won the business following a review that included undisclosed contenders and del Rivero Messianu DDB in Coral Gables, Fla., which had handled work for the client since last September.

Each agency pitched for the entire business, but Qwest ultimately decided to split the integrated assignment between two agencies. “They have so many different assets and thought it was too much for one agency and they wanted to get the best,” said Ray Arvizu, president and CEO of his namesake agency.

Legion will handle marketing and advertising strategy. “They will take our corporate brand strategy to a more targeted audience,” said Qwest representative Vince Hancock.

Arvizu will handle local events, public relations, event sponsorships and field marketing, Hancock said.

Arvizu said Qwest has not determined which agency will handle media.

Legion has opened a branch office in Scottsdale, Ariz., to handle the business. The Phoenix area is considered to be Qwest’s largest market, Arvizu said. The two agencies have not worked together before.

“We were looking to get our involvement out there, to be more aggressive about it and get firms that are in-region and understand our demographic in which 85 plus percent of Hispanics in the Qwest region are Mexican,” Hancock said.

Legion general manager Eric Leon said, “For us it’s an astounding opportunity and we are honored to be selected by their marketing team, especially when we were pitted against what we considered to be some of the finest agencies in the market.”

Billings are undisclosed. Interpublic Group’s Foote, Cone & Belding in Chicago is Qwest’s lead general-market agency. The Denver-based client spent $50 million on advertising last year, according to TNS Media Intelligence/CMR.

This story has been updated