Bell Atlantic Selects La Agencia de Orci
& Asociados As Hispanic Advertising
Agency to Begin Work Immediately
November 6, 1998
NEW YORK - Bell Atlantic has selected La Agencia de Orci &
Asociados to handle its Hispanic advertising assignment. The Los
Angeles-based agency was selected after a lengthy review of Hispanic
agencies that was narrowed down to five finalists.
"Each of the agencies in this review has exemplary credentials and
presented us with very professional, well-thought-out solutions to a variety
of marketing challenges," said Janet Keeler, Bell Atlantic vice president
for Brand Management and Marketing Communications. "We chose La
Agencia because we felt that its approach would best position us to grow
our business and further build our brand in this very important market.
We are truly pleased that La Agencia has accepted the invitation to
become part of the Bell Atlantic marketing communications team."
The agency will begin work on the Bell Atlantic account immediately.
La Agencia will handle all advertising for the Hispanic market for Bell
Atlantic's corporate, consumer telecommunications group and long
distance accounts. The agency also will handle media buying in Hispanic
Said Norma Orci, co-chair and chief creative officer of La Agencia, "We
are thrilled that Bell Atlantic has chosen our firm to represent its interests
in Hispanic markets. As the communications marketplace becomes more
and more competitive, especially in Bell Atlantic's Northeast and Mid-
Atlantic region, it becomes more crucial to attract and retain customers in
all languages. And we are delighted to have the opportunity to deliver on
that business objective for Bell Atlantic."
Bell Atlantic began its search for a Hispanic advertising agency in late
August. La Agencia replaces San Francisco-based HeadQuarters
Advertising, which resigned the Bell Atlantic account in the spring due to
a conflict at the agency, but worked on an interim basis on certain projects.
La Agencia joins Arnold Communications, Burrell Communications
Group, Draft Worldwide, The Lord Group, and Tierney and Partners as
Bell Atlantic's primary creative agencies. Zenith Direct/Media Direct
Partners also handles media buying for the company.
Bell Atlantic was assisted in its search by New York-based Jones-Lundin
Associates, advertising management consultants.
La Agencia de Orci & Asociados has operated independently since
1986 and represents clients such as Allstate, AmericanHonda, California
Commerce Bank, The Economic Development Council of Sonora
(Mexico), Hormel Foods, UC Lending and Washington Mutual Bank.
Based in Los Angeles, La Agencia is a founding member of The
Association of Hispanic Advertising Agencies (AHAA).
Bell Atlantic is at the forefront of the new communications and
information industry. With 42 million telephone access lines and eight
million wireless customers worldwide, Bell Atlantic companies are
premier providers of advanced wireline voice and data services, market
leaders in wireless services and the world's largest publishers of directory
information. Bell Atlantic companies are also among the world's largest
investors in high-growth global communications markets, with operations
and investments in 23 countries.