ATLANTA - Sanchez & Levitan in Miami has been hired by CarMax to handle Hispanic advertising and promotions for the auto seller's three units in South Florida.
Billings were not disclosed.
S&L executive vice president, managing director Aida Levitan said the assignment would be a multi-faceted communications mix. For example, this past weekend a CarMax in Miami hosted a festival to celebrate Cuban Independence Day. The agency also plans to utilize promotional events with the Miami Fusion professional soccer team.
Most of the advertising will deal with allaying fears Hispanics have about buying a used car, Levitan said. "A lot of the work will be an educational program," she said.
Client officials were not available at press time. - Jim Osterman