NEW YORK Grey-owned Hispanic shop Wing Latino confirmed it has been awarded the Time Warner Cable advertising account for the Los Angeles area.
Other agencies competing for the account in the final stages of the review, launched in June, were al Punto of Tustin, Calif., and Los Angeles-based Castells & Asociados (a client roster shop).
The search was conducted by the client and coincides with Time Warner's acquisition of Adelphia and Comcast properties in Los Angeles on Aug. 1. Those additions make Time Warner Southern California's largest cable provider with 2.4 million subscribers.
Time Warner plans to launch new Spanish content to become more competitive in the marketplace. 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 DirecTV or Dish Network because of those companies' program offerings from Latin America. Promoting a change of perception will be Wing Latino's task with its first campaign, expected to launch in the fourth quarter. The effort will include TV, radio, out of home, print, online and alternative media executions.
According to TNS Media Intelligence, Time Warner spent less than $500,000 in Spanish-language media in 2005 and $110,000 through May 2006 advertising its Los Angeles cable TV operation.