Burnett sharpens focus with Lapiz

Chura, Hillary
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p42
Trade Publication
This article reports that Lapiz, Leo Burnett's Hispanic unit, is looking to a booming Hispanic population, and marketers' desire to reach those consumers as a vehicle to help the agency grow. Burnett relaunched its Hispanic group by announcing its client: Sara Lee's Ball Park Franks. Lapiz, which means pencil in Spanish, has $100 million in billings, according to the agency. Lapiz President Dolores Kunda said spinning off the division will allow it to go after business that might cause conflicts with Burnett's general market clients. She suggested cleaning products, diaper, food and personal care marketers as well as children's clothing retailers might be high on the Lapiz wish list.


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