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Dieste Inc. Breaks Through

DALLAS-(Business Wire)-October 1, 2008 - In a bold move that sets a new bar in the Hispanic agency industry, leading advertising agency Dieste is evolving its image with a consumer-infused positioning that inspires a new approach to brand communications, a creative and inspiring logo and an internal talent restructuring. The agency also is adopting Dieste Inc. as its name.

Dieste’s revamp responds to the vision of developing culturally insightful communications solutions that deliver results in today’s fast-paced environment to lay the groundwork for the increasingly pan cultural communications solutions needed to engage the changing demographics.

Under the leadership of CEO Melisa Quiñoy and president Aldo Quevedo, Dieste is breaking down barriers offering transparent access to the agency’s greatest talent. Dieste has an innovative structure without traditional agency organization models to support platform-neutral communications directed only by brand imperatives.

The agency’s vision is reflected in three key changes:

Brand Leadership: Parting with the traditional account team structure, the agency is now aligned into Brand Leaders: senior talent with portfolio responsibilities organized by areas of expertise who now have full control and accountability for brand initiatives.
Engagement through Interception: The Interception group focuses on solutions that engage the consumer with the appropriate platform at the ideal time with the right message. All departments focused on communication solutions or disciplines are now organized under the umbrella of Interception so that communications solutions are purely platform neutral.
Creative and message amplification: Creative directors are now responsible and accountable for the entire creative output of a brand. They will work side–by-side with specialists in different communications platforms to ensure that all creative is aligned with strategy and reflects a consistent tone.

“In 1995, we were pioneers in creating communications that effectively reached U.S. Hispanic consumers,” Quiñoy said. “Today, that vision and legacy continues helping us build those relationships in an insightful, meaningful way. But we are evolving to stay relevant and fresh among pan cultural consumers – the next phase of the market.

Dieste Inc.’s brand personality also is reflected in a new logo, inspired by the agency’s philosophy that brands change and adapt when they interact with consumers. “It is a very exciting time for us. We have come of age and broken through as an agency where discipline-agnostic solutions come first, with the right structure to support them and with a very clear goal of keeping that consumer engagement,” Quevedo said.

Dieste has consistently been a market leader and pioneer in advertising and communicating with Hispanic audiences. The agency has worked with some of the world’s leading brands including AT&T, Pepsi and Hershey’s. This year, the company added Heineken, GE, and Hewlett-Packard to its portfolio.

“The Dieste brand was exciting as an industry stalwart, but moving into this direction shines a new fresh light that sets them apart again in the industry,” said Carmen Baez, president DAS Latin America, a division of parent company Omnicom. “The evolved consumer of today will not accept anything other than culturally savvy brand communications and that is what Dieste is all about."

A new brand website also was unveiled today. The site incorporates tools that capture the new philosophy and elevate the level of engagement with client partner brands, so that they may have access and interaction with agency staffers, the media community and consumers. The website also includes examples of the logo as interpreted by client brands and site visitors.

For more information about the agency, visit www.dieste.com. Also, for a podcast on the agency’s new vision, visit http://www.latincast.net.

Dieste, an Omnicom agency, is an industry leading Hispanic marketing communications agency. With its proprietary approach to consumer interception, the agency delivers discipline-agnostic solutions to world class brands including best practices in direct marketing, interactive communications, mass and social media, outdoor and live marketing. Dieste is comprised of a full-service agency in Dallas, with service offices located in San Antonio, New York, Miami and Southern California. Dieste has the biggest direct marketing organization among US Hispanic agencies.

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