KJS Marketing Accents Texaco's Hispanic Message

KJS Marketing Communica-tions Solutions in San Antonio has broken its first Latino corporate and retail work for Texaco in a campaign that closely follows the imaging of the oil company’s new general market message.
Translating the “A world of energy” tagline from BBDO in New York into “Un mundo de energia,” KJS is marketing Texaco nationwide on major Spanish-language television networks and in select radio, print and outdoor markets.
“Since we are working on both the corporate and branding campaign, we have two objectives–to position Texaco as being important to the Hispanic community and being sensitive to the Hispanic community,” said KJS chairman Lionel Sosa.