LatinWorks Wins Burger King's U.S. Hispanic Account

Former Agency Bromley Communications Gains Western Union as Client

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NEW YORK ( -- Burger King is expected to announce this week that LatinWorks is the winner of a lengthy review for its U.S. Hispanic account. The account was previously held by Bromley Communications, which is also picking up a client, Western Union.

The Burger King account is believed to have come down to a final pitch between LatinWorks, partly owned by Omnicom Group, and WPP's Bravo. Two other Hispanic agencies, WPP's Winglatino and independent shop La Comunidad, were finalists but didn't make it to the last round.

The creative and media portions of the account, believed to be worth close to $30 million but likely to drop this year, were at Bromley, part of Publicis Groupe. The Hispanic-media portion of the business will be assigned separately and is expected to go to Tapestry, the Publicis-owned media shop that is the largest multicultural media specialist.

Agencies referred inquiries about Burger King to the company's public-relations agency, Edelman, which did not immediately return calls.

What's ahead for Western Union
Meanwhile, Bromley has picked up Western Union's estimated $10 million Hispanic account after what Diane Robertson, Western Union's VP-marketing, described as an informal pitch among five agencies. Western Union's previous Hispanic agency, Dieste, was invited to pitch again but declined.

"We opted out," said Dieste CEO Melisa Quinoy.

Ms. Robertson said Western Union is looking to do more through "nontraditional means" such as digital, mobile, public relations, retail environments and place-based media.

Western Union has also created the new position of senior VP-Hispanic product management and last month hired Victoria Lopez-Negrete, a former Citibank exec who was most recently VP-prepaid services for Ipena Networks.

Separately, in a sign that this could be a challenging year for the U.S. Hispanic market, Hill Holliday has quietly closed its 5-year-old Hispanic shop Abece, run by VP-Managing Director Manny Gonzalez. The tiny Miami agency worked for Hill Holliday clients such as Dunkin' Donuts and CVS Pharmacy, which aren't big marketers to Hispanics. A Hill Holliday spokesman confirmed that the agency's few clients will be divided among Interpublic Group of Cos.' other Hispanic shops, which include Casanova Pendrill, Accentmarketing and Siboney USA.

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