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In Latin and Hispanic marketing

Published on .

Auction site OrbisOnline, San Antonio, named Garcia/LKS, New York, to handle the $3 million to $5 million account for Hispanic and general market advertising backing its November launch. The Spanish- and English-language Web site will target consumers and business owners in countries operating under Nafta.

Hallmark Cards, Kansas City, Mo., will rebrand its Primor Spanish-language greeting cards as Hallmark en Espanol, leveraging the brand that has 81% awareness among Hispanics. Hallmark plans supporting ads, the first major advertising to back the line. Leo Burnett USA, Chicago, handles Hallmark.

Copyright October 1999, Crain Communications Inc.

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