Mobil Hispanic In Play

Mobil in Fairfax, Va., is initiating a review for its Hispanic marketing account now at Ornelas & Associates here, according to a company rep.
The client, working through the New York office of Chicago-based consultant Jones-Lundin Associates, has not identified possible contend-ers, said Mobil public affairs manager Susan Carter. She would not confirm billings, but sources placed the account at $5-10 million.
Carter said the review is part of the company’s periodic examination of marketing relationships. Whether Ornelas will be invited to defend has not been determined, she said.
A timetable for the review process was still being worked out last week. “We want to make a decision by the fall,” Carter said.
DDB Needham New York is Mob-il’s general market agency; Burrell Communications Group in Chicago handles African-American ads.
Ornelas president Victor Ornelas could not be reached for comment at press time.
Mobil hired Ornelas in 1995 as its first Hispanic marketing partner after years of doing Spanish-language voiceovers on its general market spots. Ornelas topped Casanova Pendrill Publicidad, Irv-ine, Calif., and Muse Cor-dero Chen & Partners, Los Angeles, for the business at that time.
Ornelas has provided a mix of TV, radio and print ads for Mobil’s estimated 7,700 retail locations and its gasoline and oil products.
Mobil does not have separate corporate imaging aside from work produced by DDB, Carter said. Community outreach programs aimed at the Latino and African-American audiences are handled through the minority agencies, she pointed out.