|Poultry giant Purdue is close to selecting its first Hispanic advertising agency.
A decision is expected in early April.
The budget was initially set at about $1 million, but agencies protested that the amount was too low and it has been raised to closer to $3 million, an agency executive familiar with the review said.
A dozen agencies
After a dozen agencies submitted credentials, four were assigned projects. Of the four, Grey Global Group's Wing Latino was dropped because the agency lacked food experience, and SiboneyUSA was later cut, executives said.
This month the final two agencies are believed to be going through chemistry checks with their full teams and the client, and reviewing financial proposals.
Perdue's agency in the general market is Interpublic Group of Cos.' Lowe.
Rival Tyson Foods
Although Perdue hasn't had a Hispanic agency of record before, rival Tyson Foods has been active in Spanish-language advertising for chicken, working with independent Lopez Negrete Communications, Houston.