Managed health care provider Health Net, Inc. has chosen Acento Advertising to lead the national marketing efforts of its Commercial Health Plan Division. After a formal review of several general market and Hispanic agencies, Acento Advertising has been awarded the division’s advertising portfolio. This partnership helps position Health Net as a leader in taking a total market approach combining general market and Hispanic efforts. “Health Net is proud to be taking a total market approach to advertising. Given our company’s commitment to the Latino market and the changing demographics in the western region of the United States, it makes strategic sense not to separate our advertising efforts into general market and Latino market. Acento’s strengths in creating a total market approach are a perfect fit for our direction,” said Steve Sell, president, Western Region Health Plan, Health Net, Inc. The new account will encompass several aspects of Health Net’s advertising and marketing needs, including strategic planning, media planning, and digital and creative services.