Grupo Gallegos Won’t Defend Account

DALLAS Mission Foods has put its Hispanic advertising account into review, sources said.

Incumbent Grupo Gallegos of Long Beach, Calif., will not defend, the agency said.

Based in Irving, Texas, Mission Foods spent $4 million on advertising in 2004 and $2 million in 2005, per Nielsen Monitor-Plus.

Grupo Gallegos said it learned of the review about two months after the client hired a new marketing manager. Rather than defend, the agency resigned the account, said John Gallegos, president and founder of the agency.

“The change in leadership was a key factor for us making this decision,” said Gallegos. “We would have liked to have been given the opportunity to meet the new head of marketing at the company to discuss our history with the account and future opportunities.”

Client representatives could not be reached for comment.

Mission Foods, known for its tortillas, tostadas and taco shells, is part of Mexico City-based Gruma Corp. Gruma spent $7 million on all media in 2004 and $3 million in 2005, per Nielsen Monitor-Plus.