Allstate Hispanic to Lapiz, Tapestry

CHICAGO Allstate has awarded creative duties on its $35 million Hispanic ad account to Publicis Groupe’s Lapiz and media chores to the shop’s sibling Tapestry after a review, the agencies confirmed.

“Allstate has always been and continues to be extremely committed to helping protect Hispanic families,” said Lisa Cochrane, vice president of integrated marketing communications for the Northbrook, Ill., company, in a statement. “We implemented a very rigorous review process to find an agency partner to help us maintain our leadership position and grow among U.S. Hispanics.”

Contenders for the account were not disclosed. The company’s previous Hispanic agency was La Agencia de Orci y Asociados in Los Angeles.

A 2004 campaign from the agency adapted the insurer’s general-market “Our stand” campaign, featuring actor Dennis Haysbert, for the Hispanic arena. The campaign employed actor Esai Morales as a spokesman and was tagged, “Asi piensa Allstate” (“That’s what Allstate believes”).

Allstate’s general market agencies are Publicis Groupe’s Leo Burnett (creative) and Starcom (media), both in Chicago. Allstate’s general market tagline is, “You’re in good hands.”

Allstate spent more than $35 million on Hispanic-targeted advertising—most of it on television—last year, according to Nielsen Monitor-Plus.