U.S. Cellular, the nation's fifth-largest wireless carrier, has named Lapiz/Chicago its Hispanic agency of record. U.S. Cellular was looking for a strategic partner to help them best define and segment their Hispanic customers. Lapiz also is based in Chicago, U.S. Cellular's biggest market.

As Hispanic agency of record, Lapiz, a division of Leo Burnett, will be responsible for strategy and creative related to overall branding for U.S. Cellular, as well as specific promotional advertising targeting the United States Hispanic audience. "In looking for a strategic partner to support its brand within the Hispanic community, U.S. Cellular recognized similar company values in our approach to putting a brand's purpose at the center of communication," said Dolores Kunda, president and CEO of Lapiz.