SAN FRANCISCO (AdAge.com) -- H&R Block has named Cruz/Kravetz: Ideas, Culver City, Calif., its Hispanic agency of record for its anticipated $10 million account, executives familiar with the situation said.
Other contenders included Creative
on Demand, Coral Gables, Fla.; and Vidal Partnership, New York. The incumbent, Omnicom Group's Dieste Harmel & Partners, Dallas, declined to participate in light of a new business win and subsequent client conflict.
Consultant Select Resources International, West Hollywood, Calif., handled the review.
Interpublic Group of Cos.' Campbell Mithun, Minneapolis, remains agency of record handling general advertising and direct marketing for the overall H&R Block brand. H&R Block is headquartered in Kansas City, Mo.