Chief Auto Parts Decision Due This Week

DALLAS – Chief Auto Parts here concluded presentations last week for its $7-million account. Chief director of advertising Ken Cason did not return repeated calls, but sources said a decision is expected later this week. Insiders said Chief plans to dedicate a portion of its budget to the pursuit of Hispanic consumers, a previously overlooked market for the auto-supply retailer. Spokespersons for contenders Berry-Brown Advertising/Dallas and Bernstein-Rein/Kansas City confirmed pitches involved Hispanic capabilities, but neither would elaborate. Ornelas & Associates, Dallas, also is believed to have pitched Hispanic concepts with contender Tracy-Locke/DDB Needham but O&A declined comment.
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