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Planning to bolster its marketing efforts to the U.S. Latino community, Sprint PCS in Kansas City, Mo., has begun contacting undisclosed Hispanic agencies about handling regional ad accounts, the client said last week.
While its Hispanic marketing has been restricted to Florida’s Dade County, Sprint PCS wants to expand into Los Angeles, New York, San Antonio, San Diego, San Francisco and possibly Denver.
The decision hinged on recent Spanish-language TV, print and radio ads that “have been a hit” in South Florida, according to the client’s Paul McAfee.
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