Verizon Wireless Sees Life With Viva In Hispanic Media

With cell-phone use among Hispanics approaching the same levels as the general population, Verizon Wireless, now the largest mobile carrier in the U.S. with 39 million subscribers, last week named Viva Partnership as the first Hispanic media agency on its estimated $20 million account.

The San Antonio- and Miami-based independent, which has handled some Verizon Wireless media duties in the South for two years, bested several other, undisclosed Hispanic shops for the business.

“Viva Partnership was selected because of their extensive background and capabilities where Hispanic media is concerned,” said Nick Montes, marketing director of Verizon Wireless, citing the previous work Viva did for Verizon South.