Inventiva to Stage Latino Debuts

Inventiva will promote tobacco and liquor products following two recent account wins worth $3-5 million.

San Antonio-based Inventiva won a national review of agencies last month for theHispanic advertising account of R.J. Reynolds TobaccoHoldings in Winston-Salem, N.C.

Finalists in thatcontest were not disclosed. The pitch included both capabilities presentations and a creative assignment.

The client, whose best-selling cigarettes include Camel, Doral, Salem and Winston, has not previously targeted the Latino community with Spanish-language ads.

A planned $2-4 million effort will focus on both responsible tobacco use and brand awareness, said Inventiva chief executive officer Herberto Gutierrez, partly in recognition of the sensitivities of marketing a perceived “vice” product to minorities.

Inventiva has also been selected to handle the more than $1.5