Target Hires LatinWorks After Hispanic Agency Review

Pitch Pitted Shop Against Omnicom Sibling Dieste

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Target is awarding its U.S. Hispanic account to LatinWorks after a three-month review that also included sibling Omnicom Group shop Dieste.

"LatinWorks has been selected and will be our primary strategic partner for Hispanic marketing," said Katie Boylan, senior group manager of public relations at Target .

Target doesn't make specific agency of record assignments, she said. The account does not include media planning and buying. Grupo Gallegos, an independent U.S. Hispanic shop, previously handled much of Target 's Hispanic work, often on a project basis. LatinWorks referred calls to Target .

Target ranks No. 29 among the 50 largest advertisers in Hispanic media, spending $45.6 million in 2011, according to Ad Age 's Hispanic Fact Pack.

The pitch, largely handled by Target 's procurement team, started with about half a dozen Hispanic shops then narrowed to finalists LatinWorks and Dieste. No consultant was used.

LatinWorks faces a potential conflict with another retail client, the TJX Companies' Marshalls. It's unclear whether the agency will be able to handle Hispanic work for both retailers or will have to resign the Marshalls business.

If Marshalls were to leave LatinWorks, Dieste's CEO Greg Knipp led the team that won Marshalls in his previous job as managing director of LatinWorks. Dieste previously handled JC Penney, but lost that business in 2008; Grupo Gallegos now handles.

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