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National Pork Board Appoints Ornelas as Hispanic Ad Agency
October 03, 2005
By Mariana Lemann
Ornelas & Associates has been awarded the Hispanic advertising account of the National Pork Board (NPB), an industry trade group based in Des Moines, Iowa, according to industry sources.
The client did not confirm the appointment, and said publicly naming Ornelas the winner would be "premature." Yet, the NPB confirmed the review was in its last stages with four finalists: Chicago-based Lápiz Advertising; San Antonio-based Bromley Communications; Dallas-based Ornelas; and the incumbent, The San José Group of Chicago, which has handled the account since 2001.
Jeff Hartz, NPB director of marketing and communications, says that a final decision should be reached this week.
"We decided we needed a little bit more perspective about this market since we started with a small investment that grew into a larger one," Hartz says. In 2006, he added, the NPB will spend $2.5 million in Hispanic-targeted advertising, the same figure as 2005. In 2004, however, the board spent $4 million in Spanish-language media, partly because the group did not develop any general-market marketing programs last year.
The review is being conducted in-house, with the assistance of independent consultant, Dallas-based Jim Jacobson.
Officials from Ornelas & Associates were not immediately available for comment.
Chicago-based The Richardson Group is the board's general-market agency. Location, says Hartz, has had a weight in the agency selection. "We wanted to work with people in the central time zone for starters," he says. "Dallas is a good spot where we can get to with a direct flight."
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