Four months after having officially won the account, Acento Advertising this week begins production of new creative work for CenturyLink, the nation’s third largest communications firm offering high-speed Internet, cable TV and long distance. The new campaign will be unveiled in early June.
Donnie Broxson, vp client leadership at Acento, tells Portada the new creative will most likely center on CenturyLink’s 5-year price lock guarantee for its high-speed internet services, a service that is sure to appeal U.S. Hispanics. Acento will be charged with creative services. Media buying will continue to be done by Butler/Till, a Rochester, NY-based media company.
Headquartered in Monroe, Lousiana, Century Link three years ago agreed to acquire Qwest in a tax free, stock-for-stock transaction, creating the third largest telecommunications provider. It has presence in 38 states, though not in big markets like L.A., San Francisco or New York City. Details of the new Hispanic work at yet to emerge, but CenturyLink in March launched a new, English-language ad campaign designed to highlight the company’s advanced network, managed hosting and cloud capabilities.
Prior to Acento, Hispanic creative was done by DraftFCB, which in 2009 launched the first-ever Spanish-language campaign for Qwest.
UPDATE: An earlier version of this article stated the new campaign will air this week. Filming begins this week, but creative will be unveiled in June.