Taco Bell Corp. shifted the Hispanic portion of its estimated $200 million advertising account to Ornelas & Associates, Dallas, from Valdes Zacky Associates, Los Angeles. Taco Bell said it is looking to strengthen its positioning with Latino consumers through national and local advertising. Current billings for the Ornelas agency are estimated at $20 million. Separately, a decision is expected shortly about where Taco Bell will assign its national field marketing account. Contenders are incumbent Bozell Worldwide, Costa Mesa, Calif., and Foote, Cone & Belding, Los Angeles.
Copyright October 1997, Crain Communications Inc.