The Texas Lottery awarded the entirety of its $30 million general-market advertising account to Hispanic agency LatinWorks after a review, pointing to a future where increasingly multicultural audiences are regarded as the norm and agencies may have to change the way they do business. “The other agencies came at [the review] from a general-market angle and partnered with different multicultural agencies, with African-American experts and Hispanic experts,” explains LatinWorks’ vice president of strategic planning, Christian Filli. “We took a different approach.”
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