Small Spanish shop wins big telecom account

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MADRID -- Spanish telephone company Telefonica surprised the ad industry by awarding its corporate advertising account to Madrid-based independent de Federico Herrero y Ochoa. It's the largest account the shop has ever won.

The agency's first work for the two-year corporate advertising assignment will break in June and will use print, television and radio. Although no budget has been revealed, the Telefonica group is one of Spain's biggest advertisers, with group spend in 1996 reaching $87m, spread across fixed line telephone services, mobile telephones and corporate advertising.

De Federico joined the telecom company's roster early in 1997 when it and La Banda were jointly awarded the privatization campaign. The latest win followed a pitch involving La Banda, Bassat Ogilvy & Mather, Ammirati Puris Lintas and D'Arcy Masius Benton & Bowles.

The umbrella corporate campaign will involve some product specific advertising, on which De Federico Herrero y Ochoa will work jointly with DMB&B. De Federico, established in 1991, had 1996 turnover of $5.4m. The shop's clients include Mazda, Grupo Zeta and Tabacalera.

Copyright May 1997, Crain Communications Inc.

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