Perdue Chooses del Rivero Messianu DDB

ATLANTA Perdue has selected del Rivero Messianu DDB to provide creative, media and account planning aimed at Hispanics for the poultry company following a four-month review, the shop said.

The Salisbury, Md.-based company plans to spend about $3 million advertising to Hispanics this year, sources said.

The Miami shop won the account over three other finalists: Ole in New York, Winglatino in Los Angeles and SiboneyUSA in Miami. Perdue, working with Select Resources International in Santa Monica, Calif., started the search in December by sending requests for proposals to 12 shops.

There was no incumbent. Perdue has not marketed specifically to Hispanics before.

Interpublic Group’s Lowe in New York, Perdue’s general-market ad agency since 1971, assisted in the review.