General Motors’ Chevrolet is moving all its U.S. Hispanic advertising to Casanova Pendrill, McCann Worldgroup’s Hispanic agency, from Omnicom-backed LatinWorks. The shift is essentially a consolidation with Commonwealth, McCann’s dedicated agency for General Motors’ Chevrolet account.

“Connecting with Hispanic audiences in a meaningful way is critical to Chevrolet,” said Paul Edwards, U.S. VP, Chevrolet Marketing, in a statement confirming the move. “We welcome Casanova Pendrill to the Chevrolet team and we look forward to working with them to build on Chevrolet’s strong product momentum among Hispanic consumers.”

The agencies were told Wednesday morning that the business would move to Casanova. This is the first major move by Mr. Edwards in his new post. Both Hispanic shops had presented proposals; Casanova is believed to have presented a more integrated solution.

“We talked about what we offer as an independent expert in multicultural,” said Sergio Alcocer, LatinWorks’ president and chief creative officer. “It’s difficult when an agency does the global work for a brand to make the case why the Hispanic market in the U.S. needs to stand alone.”

Read more at AdAge.

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