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TracFone Wireless has assigned its direct-advertising account to The Republik, the client confirmed.

The Chapel Hill, N.C., agency defeated two New York contenders in a review conducted by DataTech Concepts, a database marketing and consulting firm in New York.

Annual billings are undisclosed. The telecom spent $3 million on advertising between January and July 2002, according to CMR.

The Miami-based client is a division of América Móvil of Mexico City, a manufacturer of wireless telephones that are sold with prepaid minutes.

The Republik will be responsible for branding, direct sales and ethnic advertising assignments.

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