Push to Herald ‘Orlando Sentinel’

ATLANTA After a review involving undisclosed Florida shops, the parent company of the Orlando Sentinel has hired Push to create and place its advertising, the agency said.

There was no incumbent. The company had produced its advertising in-house previously. The Orlando, Fla., office of independent Chicago shop Cramer-Krasselt had been doing media buying for the past two years.

Push, an independent Orlando shop, will provide market research and planning, media buying and creative work for Orlando Sentinel Communications, which includes its flagship daily newspaper and its Web site. The company also operates a commercial printing business, a niche publishing operation and the weekly Spanish-language newspaper, El Sentinel.

The work will include broadcast, print, outdoor and direct mail advertising. The campaign is scheduled to launch in June.

Billings were not disclosed.