×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

FLEETBOSTON PICKS FIRST MULTICULTURAL SHOP

GlobalWorks to Start With Hispanic Advertising

By Published on .

BOSTON (AdAge.com) -- FleetBoston Financial picked GlobalWorks Group, New York, as its first multicultural agency after a review.

Spending is undetermined, said a bank spokeswoman.

GlobalWorks will start with Spanish-language advertising in the New York-New Jersey market and its work is then expected to expand throughout Fleet's network.

Meanwhile, the bank brings back a couple of superstar shortstops to promote Fleet's online services. The Boston Red Sox's Nomar Garciaparra and the New York Yankees' Derek Jeter return in a campaign from Interpublic Group of Cos.' Hill, Holliday, Connors, Cosmopulos, Boston.

Most Popular
In this article: