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BOSTON — FleetBoston Financial has tapped GlobalWorks, New York, as its first lead agency for multicultural advertising, said client and agency officials.
The client spends about $100 million annually on ads; no budget was available for the multicultural push, which is expected to initially target Spanish-speaking consumers.
Hill, Holliday, Connors, Cosmopulos in Boston remains the bank’s lead agency and is in the process of breaking the latest installment of its “Forward. Thinking” campaign for the bank, consisting of humorous spots with star baseball shortstops Derek Jeter and Nomar Garciaparra, who have appeared in ads before.
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