Comcast Cable named Castells & Asociados Advertising, Los Angeles, as its agency of record for a national marketing outreach to Hispanic consumers.
The agency will use six television spots, eight radio spots, mail and collateral to launch Comcast Hispanic programming packages like CableLatino. The effort also will support the Comcast brand. This marks Philadelphia-based Comcast's first national Hispanic marketing campaign.
Comcast's CableLatino package includes TV networks and channels like CNN en Espanol, Discovery en Espanol, Toon Disney, Fox Sports en Espanol, VH Uno, Utilisima, TVE Internacional, HTV Musica, Cine Latino and MTV en Espanol.
Specializing in Hispanic marketing, Castells has billings of $47 million from clients like Southern California Toyota Dealers, McDonald's Corp., Safeway and its Vons and Dominicks' arms, Knotts Berry Farm and HBO Latino.