NEW YORK The Vidal Partnership has been awarded Sprint's Hispanic ad account, worth $20-30 million, sources said.
Those chores for the telecommunica-
tions company had been handled by Miami-based BVK/Meka for the past five years.
Vidal will service some aspects of the Sprint account immediately, assuming full responsibility in early 2005, sources said.
Sources said Vidal won the business following a review that included the incumbent and other undisclosed contenders.
Vidal,an independent New York-based Hispanic agency with 2003 capitalized billings of $100 million, recently was awarded the $50 million Nissan Hispanic account [Adweek Online, Oct. 22].
Officials from Sprint, Vidal and BVK/Meka were not immediately available for comment.
Publicis Groupe's Publicis & Hal Riney in San Francisco is lead agency on the Sprint account. All told, the client spent nearly $800 million on domestic measured media last year, per TNS Media Intelligence/CMR.