Florida Agencies Compete in DirecTV Review

LOS ANGELES DirecTV has narrowed its search for an agency to handle Hispanic advertising for its Para Todos service to semifinalists, sources said.

Agencies that have advanced include incumbent Casanova Pendrill in Irvine, Calif.; Lapiz in Chicago; Southeast shops del Rivero Messianu and Zubi Advertising, both in Coral Gables, Fla. and la comunidad in Miami; and Vidal Partnership in New York, according to sources.

Billings are estimated at $6 million.

Agency visits are expected to take place next week, followed by a cut to three shops, sources said. Presentations will occur later this month. A decision is expected in mid-March.

The review is being led by Select Resources International in West Hollywood, Calif., which did not return calls seeking comment.

Representatives for the agencies either declined comment or could not be reached. A representative for DirecTV in El Segundo, Calif., declined comment.