DALLAS Audi of America has hired Garcia 360 to handle a minority marketing assignment in Houston worth about $1 million, sources said.
The independent San Antonio agency contended in the finals of a review against independents Lopez Negrete in Houston, E. Morris Communications in Chicago and Chisholm-Mingo Group in New York, sources said.
Garcia 360 will handle promotions, advertising and events aimed at African American and Hispanic car buyers in the Houston area. The effort will be considered a test for other markets, sources said.
A representative of the Auburn Hills, Mich.-based client said the company "is still in the process of negotiating" and declined to name the agency involved in that process.
The shops either declined comment or could not be reached.
Audi spent $71 million on general-market media last year, according to TNS Media Intelligence/CMR. Havas' McKinney + Silver in Raleigh, N.C., is Audi's general-market agency.