Conill Advertising here has landed Hispanic media duties for Telmex-Sprint Communications, following a nationwide review of undisclosed agencies.
Conill, a wholly owned subsidiary of Saatchi & Saatchi, will serve as media agency of record on the estimated $10 million account.
Media duties were previously at TV Promo International, Miami, which continues to handle promotions for the telecommunications client.
"We selected Conill because of their strong knowledge of the Hispanic market and proven track record of success," said Javier Alberto Palomarez, chief marketing officer for Telmex-Sprint. "We're proud of the partnership."
As media agency of record, Conill's responsibilities include planning and placement of Telmex-Sprint's media budget and its direct response campaigns.
The company's ads will run in markets that are predominantly Hispanic, particularly targeting people of Mexican origin in California and Texas, said Conill account director Montse Barrena.
"They selected us based on our media planning and buying expertise as well as our experience with direct marketing," Barrena said.
TV and radio ads are expected to be on the air by the end of the month.
The agency handles national Hispanic advertising duties for Toyota Motor Sales of America. (Saatchi handles national general marketing ads for the automaker.)
Telmex-Sprint Communications is a Houston-based joint venture between Telefonos de Mexico SA (Telmex) and Sprint. It was formed to better serve the Mexican American market by combining the benefits of Telmex's brand recognition and experience marketing to the Mexican community with Sprint's telecommunications infrastructure and consumer marketing service expertise. Telmex is the leading telecommunications company in Latin America.