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California Milk Processors Pick Grupo Gallegos

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NEW YORK Grupo Gallegos has been awarded the Hispanic advertising account of the California Milk Processors Board following a review, sources said.

The business had been handled by Santa Monica, Calif.-based Anita Santiago Advertising since 1993, according to sources.

The agency search began in March and led to three California finalists, including Casanova Pendrill Publicidad of Costa Mesa and Mendoza Dillon of Irvine.

The client did not request spec work, sources said. Instead, it looked for more strategic thinking from the agencies. Grupo Gallegos in Long Beach, Calif., developed and presented a strategic path, which included an expansion of the core target, mothers and children. The recommended new focus will include households without children, a representative from Grupo Gallegos said.

The winning agency also suggested developing a tagline that was more similar to the still-strong "Got milk?" general-market ads. The Hispanic tagline has been "Familia, amor y leche" ("Family, love and milk").

The California Milk Processors Board spent about $4.5 million in Spanish-language media in 2004, per Nielsen Monitor-Plus. Next week, the board will meet with Grupo Gallegos to discuss the strategy for the new campaign, expected to launch later this year.