Geico directs attention to Latinos

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Geico Direct Auto Insurance is developing its first integrated Hispanic marketing effort expected to launch by mid first quarter in South Florida and then roll through major Hispanic markets. Lopez Negrete Communications, Houston, is Geico's newly named Hispanic agency of record.

Barton Brands taps first Hispanic agency

Barton Brands, Chicago, to Sanchez Healy as its first Hispanic agency of record. The agency is charged with developing a Spanish-language campaign for a new, as yet undisclosed brand of spirits to be marketed exclusively to the U.S. Hispanic market.

Allstate breaks new print ads in January

Allstate Insurance Co., Northbrook, Ill., breaks the print leg of its recently launched Spanish-language campaign, themed "Buenos manos trabajando para usted" ("Good hands working for you"), in January issues of Hispanic, Hispanic Business, Latina, Latina Style and People en Espanol. Radio commercials started earlier this month in local Hispanic markets. La Agencia de Orci & Asociados, Chicago, handles Allstate's Hispanic marketing efforts.


Ruth Gaviria to VP-marketing and sales for North America at IDM Corp. and Fusion Networks ( from director of Hispanic marketing at Colgate-Palmolive Co. . . . Anne Kenney to the newly created post of director-multicultural marketing at Scholastic from director of staffing.

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