Cruz/kravetz Wins H&R Block Review

LOS ANGELES H&R Block has awarded its $5 million Hispanic advertising account to cruz/kravetz: Ideas, the agency confirmed.

The Culver City, Calif., shop overcame finalists Creative on Demand in Coral Gables, Fla., and Vidal Partnership in New York for the creative and media account. The incumbent, Dieste Harmel & Partners in Dallas, did not defend.

Select Resources International in West Hollywood, Calif., led the review.

Work will primarily include television and direct response ads, said agency chairman and chief executive officer Carl Kravetz. The shop’s first ads, which will promote the Kansas City, Mo.-based client’s tax school, are likely to break in July, he said.