H&R BLOCK OPENS REVIEW FOR HISPANIC AGENCY

Incumbent Dieste Declines to Participate

By Published on .

SAN FRANCISCO (AdAge.com) -- H&R Block, Kansas City, Mo., has begun a review for a Hispanic advertising agency.

Catherine Bension, president-CEO of consultancy Select Resources International, West Hollywood, Calif., which is handling the search, said the incumbent agency, Dieste, was invited but declined to participate in the review.

Possible conflict
The agency is one of three

Related Stories:
DIRECTV OPENS REVIEW FOR HISPANIC AGENCY
Incumbent Casanova Pendrill Invited to Participate
DRAFTWORLDWIDE WINS H&R BLOCK ACCOUNT
Named Direct-Marketing Agency of Record for Software Group
INTERPUBLIC UNITS WIN H&R BLOCK MEDIA WORK
Campbell Mithun, Magna Global Pick Up Additional Duties
finalists (along with independents Zubi Advertising, Coral Gables, Fla., and Vidal Partnership, New York) for GE Financial's Hispanic account, a conflict with H&R Block. Dieste is partly owned by Omnicom Group and GE is an Omnicom client.

Interpublic Group of Cos.' Campbell Mithun, Minneapolis, remains agency of record handling general advertising and direct marketing for the overall H&R Block brand.

Spending not disclosed
Spending on the Hispanic effort was not disclosed. However, H&R Block has almost doubled its advertising budget in the last three years, increasing spending from $35.3 million in measured media in 2000 to $60.5 million for the first 10 months of 2002, according to Taylor Nelson Sofres' CMR.

Karl Ploeger, vice president of creative and media Services for H&R Block, said the company plans to continue expanding its advertising presence in the Hispanic market.

Ms. Bension said a decision is expected by in late March or early April.

Other Hispanic search
The H&R search is the second Hispanic marketing review Select Resources is conducting since January. DirecTV also has begun a search for an Hispanic shop for its estimated $6 million advertising account. Interpublic's Casanova Pendrill, Irvine, Calif., the incumbent for DirecTV, is participating in the review. Interpublic sibling Deutsch, Los Angeles, handles DirecTV's general advertising.

~ ~ ~
Laurel Wentz contributed to this report.

Most Popular