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In a bid to curry favor with the state’s Latino population, California healthcare provider Health Net has turned to Ad Américas for a campaign.
The Woodland Hills, Calif.-based client hopes the $2 million effort will widen its consumer base by appealing to the traditionally underserved Latino population. The win also underscores the vitality of Ad Américas, according to its president, Liz Castells-Heard.
Established in 1985, the L.A. agency operated as a subsidiary of Davis Elen until 1998, when Castells-Heard joined as a partner.
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