MINNEAPOLIS: Fleishman-Hillard has been serving Target as its Hispanic AOR, sources confirmed to PRWeek.
The firm declined comment, directing inquiries to Target, which didn't return repeated calls. Fleishman has already been handling African-American PR for Target. Per sources, it has been working with Fleishman for some time, but it wasn't publicly disclosed.
Prior to naming Fleishman its Hispanic AOR, Target was working with Valencia, Perez & Echeveste Public Relations (VPE).
"They wanted to consolidate agencies," said John Echeveste, VPE partner. "They specifically [noted] that they have two or three firms just doing education. That's fine, but you only have one doing Hispanic. I don't understand where consolidation comes in."
Echeveste said the relationship was good, but would have liked more face-to-face communication.
"[We] felt they kept us at arm's distance," he explained. "In two and a half years, [there was] one face-to-face meeting."
Echeveste feels Target is starting to do the right thing with its Hispanic outreach, but needs more diversity internally and would benefit from multicultural firms.
"When they [hire non-multicultural agencies] it doesn't really live up to their alleged commitment [to] diversity," Echeveste said.