Capital One Switches

Capital One Switches

DALLAS—Cartel Creativo has taken over Hispanic advertising duties from Bromley Communications for Capital One bank.

Bromley in San Antonio resigned the bank’s business earlier this summer. “We just found there was increasingly more potential conflicts of interest with other accounts of ours,” said agency representative Deborah Vallejo.

A client representative also cited category conflict as a reason for the separation with Bromley, declining to elaborate further. But an ad executive close to the situation said that the Falls Church, Va.-based bank wants to expand marketing of its international wire transfer business, a booming product among Latino guest workers and nationals in the U.S. That would conflict with Western Union, a major account of Bromley.

“We went and looked at some other agencies and entered into an agreement with Cartel Creativo,” said Capital One representative Diana Sun. The bank currently contracts with the agency on an assignment basis.

“We’re looking forward to working with them; it looks like a very good prospect starting out,” she added.

Representatives of San Antonio-based Cartel Creativo, headed by president Victoria Varela Hudson, could not be reached for comment.

The size of the company’s Hispanic marketing budget was undisclosed. “It’s sufficient to say that it’s a big commitment for us,” Sun said. “We have several hundred people dedicated to it, so it’s a very important segment of our business.”

Capital One is one of the 10 largest issuers of credit cards in the nation. It ranks as the 55th largest bank, with $13 billion in assets.