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Less than a year after awarding its general-market account to Doner, PacifiCare Health Systems is looking for a shop to craft ads aimed at Hispanic consumers.
The review marks the first time the 26-year-old health-services company has moved to specifically target Hispanics with a sustained effort. The client, based in Santa Ana, Calif., currently spends about $20 million on general-market advertising and has earmarked about $2 million for the Hispanic campaign, sources said.
The review includes creative and media, as well as community relations and events, said Russell Bennett, vp of PacifiCare’s Latino Health Solutions initiative.
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