Acento Opens in Chicago for Jewel-Osco

LOS ANGELES Hispanic agency Acento has opened a Chicago office to service Jewel-Osco, the shop said.

The Los Angeles-based independent agency picked up the Jewel-Osco account two months ago, according to agency president and CEO Benito Martinez-Creel. Acento is handling advertising, public relations and promotions for the Melrose Park, Ill.-based food and drugstore chain, which is the Midwest division of Albertsons in Boise, Idaho. Acento has had the Albertsons account since 2001.

According to Martinez-Creel, the shop needed a presence in Chicago because the client was interested in local community events. “We needed people there who knew about the community and had good contacts with community organizations and the media,” he said.

Billings for Jewel-Osco are in the six-figure range, said Martinez-Creel. Media tracking services did not record any recent Hispanic spending. Independent Duncan & Associates in Los Angeles handles general-market advertising for Albertsons brands including Jewel-Osco, which had spending of $24 million in 2003, according to Nielsen Monitor-Plus.

Elicabeth Torrez, who previously freelanced for the client, leads Acento’s four-person Chicago outpost as supervisor. The office will provide account service, media and public relations to Jewel-Osco and will also support Los Angeles clients like Cacique and Bimbo Bakeries.

“Our main goal is to make sure that office is not just a field office,” said Martinez-Creel, adding that the shop wants to grow the outpost by pursuing clients in the packaged-goods arena.

Acento, which was founded in 1983, has billings of $36 million. Its clients also include ConocoPhillips, Epson, Staples and 21st Century Insurance.