Sun-Sentinel Taps Hill, Holliday

Hill, Holliday, Connors, Cosmopulos has won the media planning and buying account of the Sun-Sentinel Co., a subsidiary of the Tribune Co.

The Fort Lauderdale, Fla., media shop bested crosstown incumbent Lipoff & Zayas and four undisclosed agencies in a review. Billings for the Fort Lauderdale-based business are undisclosed.

Previously, Hill, Holliday performed media buying for the Chicago-based client’s WBZL-TV, a Warner Brothers’ network affiliate in the Miami/Fort Lauderdale market.

Last week’s win adds the South Florida Sun-Sentinel and and “several undisclosed brands” to Boston-based Hill, Holliday’s Florida outpost.

According to agency broadcast supervisor Michelle Cohen, the Tribune will be launching branding campaigns for its South Florida divisions in 2002.

“One thing we’ll do is consolidate the TV and the newspaper to leverage both clients’ assets,” said Cohen. “We’ll combine the billings and make it a Tribune deal.”

Creative is handled in-house at each division.

Cohen attributed the win to Hill, Holliday’s national buying clout and her own shop’s knowledge of the Miami/Fort Lauderdale ethnic makeup.

According to Neilson Media Research, Hispanics account for 70 percent of Miami TV households.

“The last thing an agency wants to do is ignore the Hispanic or the urban market,” said Cohen. “You can’t ignore any one group if you want an effective campaign. Yet it’s amazing how many agencies miss this.”