U.S. Cellular names Lápiz Hispanic AOR.

U.S. Cellular has named Lápiz its official Hispanic Agency of Record beginning January 2010. Lápiz won the business based on a fundamental understanding of human behavior and U.S. Cellular’s core consumers, while providing strategic insights and recommendations to strengthen the brand among the domestic Hispanic population, a pivotal audience for the company.

U.S. Cellular was looking for a strategic partner to help them best define and segment their Hispanic customers, while bringing forth strategic insights and fresh creative ideas to resonate with those segments nationwide. As Hispanic Agency of Record, Lápiz will be responsible for strategy and creative related to overall branding for U.S. Cellular and specific promotional advertising targeting the U.S. Hispanic audience.

“In addition to our award-winning network, we believe in connecting with customers in multiple ways,” said Dan Schedler, senior director, brand management, U.S. Cellular. “Lápiz will play a creative and significant role in helping us deliver messages to our Hispanic consumers.”

As an additional benefit, Lápiz also has extensive insight into U.S. Cellular’s biggest market, Chicago, where both companies are based.

“In looking for a strategic partner to support its brand within the Hispanic community, U.S. Cellular recognized similar company values in our approach to putting a brand’s purpose at the center of communication,” said Dolores Kunda, president and chief executive officer, Lápiz. “We look forward to serving U.S. Cellular, and positioning the company to make an immediate and powerful impact in Chicago and beyond.”