NEW YORK Time Warner Cable has narrowed its search for a Hispanic advertising agency in the Los Angeles market, and a decision is expected next week, according to sources.
The provider of digital cable television, high-speed Internet and digital phone service is considering California shops al Punto Advertising of Tustin and Castells & Asociados and Wing Latino, both in Los Angeles.
Castells, which has handled Time Warner's Los Angeles region since 2003, was hired last year to develop the client's Hispanic advertising nationwide.
The review, launched in June, coincides with the highly anticipated acquisitions of Adelphia and Comcast properties in Los Angeles. With those deals expected to close Aug. 1, Time Warner will become Southern California's largest cable provider, with 2.4 million subscribers.
The winning agency's tasks will include changing Hispanic consumers perceptions of the brand. According to the company, most Hispanics in the region are not familiar with Time Warner, do not have cable service and prefer satellite TV provided by DirectTV or Dish Network—especially for their Spanish-language offerings.
A new campaign is expected for the fourth quarter and should include TV, radio, out-of-home, print, online and alternative media.
The client last year spent $500,000 in L.A.-area Hispanic media.