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U.S. Cellular Corp. has selected LatinWorks Marketing as its first national Hispanic agency.
The Austin, Texas, independent shop is charged with developing regional and national marketing programs targeting Latino consumers for the Chicago-based wireless service carrier.
A review for the business was prompted by the telecom’s recent entry into the Chicago market, said client director of brand development Peter Cremer.
“We [decided] we needed an agency to work full time to develop marketing communications targeted to the Hispanic community,” Cremer said.
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