LOS ANGELES: Nextel has chosen Cartel Impacto, a division of The Cartel Group, as its Hispanic AOR.
The Texas-based firm is charged with handling national outreach to US Hispanic consumers, an area that Lilliana Perez, Cartel supervisor of PR said, "wasn't a concentrated corporate effort," for Nextel in the past, although the wireless giant has done Hispanic marketing.
Cartel Impacto will provide strategic planning, media relations, event coordination, and support of the ongoing "Nextel. Ya." Spanish campaign.
"In addition to your standard advice, [the account] will be implementing uniquely designed programs," added Perez.
She said one program would be the launch of a music initiative later this month. The agency also will help with Nextel's relationships with the US Hispanic Chamber of Commerce and the Hispanic College Fund.
The agency is now working on a media outreach campaign aimed at the top 50 Hispanic media outlets, providing them with Nextel products to test.
Perez said the account was won after a competitive RFP.