By Katy Eckmann and Tanya Gazdik
ATLANTA--One Miami shop's loss was another's gain last week when General Motors' Chevrolet division--planning to drastically increase its marketing efforts to the Latino community--shifted its Hispanic ad account from Lezcano Associates to Accentmarketing.
A minority-owned unit of the Interpublic Group of Companies' Allied Communications Group, Accentmarketing is a sister shop of Campbell-Ewald Advertising in Warren, Mich., Chevy's national agency. The client said it reviewed five other Miami Hispanic specialty agencies for the assignment, worth an estimated $10-20 million. Lezcano was not considered.
Accentmarketing is familiar with GM via its work with Campbell-Ewald on the Florida Marketing Initiative, GM's cross-divisional grassroots effort to raise awareness of the automaker in South Florida's Hispanic community.
'(The account win) takes us to the next level,' said Rick Hermida, vice president and public relations director for Accentmarketing, a $22 million shop.
The assignment includes national and regional TV and print, plus media buying. While Lezcano focused mainly on South Florida, new initiatives call for a presence in seven of the top 10 U.S. Hispanic markets, said Chevy national manager of passenger car advertising Jim Jandasek, who would not reveal the budget.
The focus this year will be on Dallas, Houston, San Antonio, San Diego and Los Angeles. Chicago will be added to the program in 1998.
Accentmarketing has an office in Austin, Texas, and is talking with an undisclosed West Coast shop about forming an alliance.
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