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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.

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