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Radio looks to be one medium in which Chicago ad agencies are able to distinguish themselves on the international advertising awards stage. Word has come from the International Advertising Festival in Cannes that Lapiz/Chicago, the Hispanic advertising arm of Leo Burnett, has nabbed two gold lions for a radio campaign in both English and Spanish for Bounty paper towels. The campaign has the tagline "For the cleaning battle in the kitchen, choose Bounty."

The winning Bounty commercial features a number of carefully-selected words cleverly spoken and strung together to create a sound that approximates gunfire or artillery shells exploding. The Lapiz wins for its Bounty radio work come after many Cannes fests in which DDB/Chicago's "Real Men of Genius" radio campaign seemed to be the most beloved of all radio executions entered into the global competition. The "Real Men of Genius" campaign continues as part of the Bud Light ad mix.

Chicago-based Lapiz, an Hispanic-focused ad agency, has added digital and shopper marketing practices to its menu of offerings. "We have a strong reputation of having the most intimate understanding of Hispanic consumers' behaviors, and can swiftly apply that knowledge to our new practice areas to move consumers to action," said Dolores Kunda, president and chief executive officer, Lapiz. Eduardo Alvarez has been tapped to lead Lapiz's digital unit. And Toni Knoop will head Lapiz's shopper marketing efforts. Lapiz's current client roster includes U.S. Cellular, Allstate, Kellogg and Procter & Gamble. The 2010 United States Census forecast estimates that 50 million Hispanics are currently living in this country,

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.

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.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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