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The power range wars are heating up in Texas.
Publicis Sanchez & Levitan this week launches its first Spanish-language campaign for TXU, a Dallas-based energy supplier.
The television and radio effort targets Hispanic consumers who, in the aftermath of deregulation, must decide which utility will provide their household energy needs.
Billings are undisclosed, but sources expect media spending to total about $1 million.
Seven TV commercials, some with direct-response appeals, are breaking in Texas markets including Dallas, Houston, Corpus Christi, Brownsville and Laredo.
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