Texaco Looks For A Second Hispanic Shop

Texaco is expanding its Hispanic advertising roster by looking for an agency to handle corporate imaging in Latino media.
The corporate account, estimated by sources at $1 million, has been with Texaco retail Hispanic agency KJS Marketing Communications Solutions in San Antonio. KJS chairman Lionel Sosa and Texaco representative Chris Gidez both confirmed the review. KJS will not be included.
No timetable has been scheduled for presentations, but Gidez said the company hopes for a decision by “mid-year” and advertising programs ready to launch by the fall. Media and a mix of broadcast and print creative assignments are included, Gidez said. He would not confirm billings.
Sosa said he believes Texaco is looking for an agency closer to its White Plains, N.Y., headquarters, but Gidez said “geography is not as important as excellence.”
“We’re looking for someone who can complement everything we have going on out there,” said Gidez.
KJS was awarded the full account a year ago, with billings estimated by sources at $5 million. It will continue to concentrate on outdoor, radio and TV assignments in Texas, Arizona and California. “We’re happy with the growth potential . . . plus Texaco will reach out to work with one more minority-owned agency,” said Sosa.
Gidez said the client will choose from a “large list” of Latino specialist agencies. Those shops invited to pitch will have to develop communications programs that will complement work by lead agency BBDO Worldwide in New York.
BBDO is preparing the first corporate print component of its “A world of energy” campaign, as well as an upcoming retail program for the summer, Gidez said. The new agency will join KJS, BBDO and New York minority marketing firm UniWorld on Texaco’s roster.
The client spent $57 million in 1997 on major media advertising, according to Competitive Media Reporting.