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VIDAL PARTNERSHIP WINS DIRECTV ACCOUNT

Advertising Work Valued at $6 Million

By Published on .

NEW YORK (AdAge.com) -- DirecTV, El Segundo, Calif., has awarded its $6 million U.S. Hispanic account to the Vidal Partnership, an independent Hispanic agency in New York, according to an executive close to the situation.

Vidal competed for the business against incumbent Casanova Pendrill, Irvine, Calif., which is 49% owned by the Interpublic Group of Cos.; and Dieste Harmel & Partners, Dallas, backed by Omnicom Group.

DirecTV's Hispanic advertising with Casanova Pendrill emphasized the vast choices offered by the satellite TV service.

Select Resources International, West Hollywood, Calif., was the consultant on the review.

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