Casanova Pendrill Loses Para Todos Account

LOS ANGELES Vidal Partnership has won advertising duties for DirecTV’s Spanish-language Para Todos programming package, sources said. Billings on the account are $6 million.

The New York shop overcame the incumbent, Casanova Pendrill in Irvine, Calif., as well as Dieste Harmel & Partners in Dallas. A fourth contender, Zubi Advertising in Coral Gables, Fla., withdrew from contention earlier in the process, said sources.

The review was led by Select Resources International in West Hollywood, Calif., which declined comment.

The client in El Segundo, Calif., did not return calls. Vidal representatives could not immediately be reached.