U.S. Cellular Adds Lapiz for Hispanic Chores

Lapiz, a unit of Publicis Groupe’s Leo Burnett in Chicago, has added Hispanic ad chores for U.S. Cellular following a review.

“In addition to our award-winning network, we believe in connecting with customers in multiple ways,” said Dan Schedler, senior director, brand management, U.S. Cellular, in a statement. “Lapiz will play a creative and significant role in helping us deliver messages to our Hispanic consumers.”

U.S. Cellular typically spends $90-100 million annually in domestic major measured media, while Hispanic spending has been in the $2 million range, per Nielsen. Its ad outlay via Lapiz moving forward could not immediately be determined.

The agency said its location in Chicago is also a plus, because that city ranks among U.S. Cellular’s largest markets, thus giving the shop extra insight into the consumer dynamics of the brand.

Publicis & Hal Riney in San Francisco has served as the client’s lead creative resource.