TracFone Wireless Inc., a division of Mexico City-based America Movil S.A. de C.V., has included The Republik, Chapel Hill, NC, in its list of agencies.
Two other undisclosed New York agencies pitched for the account in a three-week review conducted by DataTech Concepts, New York. Bernstein-Rein Advertising, Kansas City, MO, continues to handle the TracFone/Wal-Mart co-branding account. Bernstein is Wal-Mart's lead agency.
As part of its charge, the year-old Republik will handle direct mail, direct response television, radio, online marketing, radio, magazine and guerrilla marketing.
TracFone claims to be the leading provider of prepaid wireless communications, citing a Yankee Group study. Its service automatically tracks and displays remaining user minutes.
