Bealls Florida Names Viva Hispanic Agency

ATLANTA Bealls Florida Department Stores has assigned its creative and media buying duties for Hispanic advertising to Viva Partnership, the shop said.

The Brandonton, Fla.-based retailer did not hold a review for the assignment but interviewed several shops. There was no incumbent. Previous Hispanic advertising was produced internally or assigned to agencies as projects.

The independent Miami shop will produce television, radio, print and outdoor advertising that is scheduled to launch in June.

Bealls operates 70 stores in Florida and is independent from the 470 Bealls retail sites located in 28 other states. Stage Stores Inc. of Houston owns those locations.

Billings were not disclosed.