Pizza Hut Moves Hispanic Account From Zubi To Dieste & Partners

Pizza Hut here has shifted its Hispanic advertising account to Dieste & Partners, Dallas, without a formal review.
The account was previously handled by Zubi Advertising Services, Coral Gables, Fla. Billings were undisclosed, but sources said Pizza Hut plans to increase spending for ads aimed at Hispanic consumers to $4-5 million.
“We are serious about the Hispanic market and wanted an agency of like mind,” said Pizza Hut chief marketing officer Randy Gier. “Dieste & Partners will add dynamic and strategic creative muscle to our Hispanic marketing efforts.”
Gier said Dieste has already completed a project for the chain’s new Sicilian pizza.
“Hispanics index lower than Anglos for pizza, so there is a lot of upside potential for Pizza Hut, which has a strong presence in key Hispanic markets like Los Angeles, Houston and Miami,” said agency president Tony Dieste.
Dieste & Partners managing partner Warren Harmel said the agency will create television and radio ads and develop promotions. He said the move from Zubi was made, in part, for the synergies that come with having the bulk of Pizza Hut’s marketing chores at Omnicom-owned or affiliated agencies.
Dieste & Partners is fully owned by Dieste and Harmel but has a strategic alliance with DDB Needham Dallas, an Omnicom agency.
Last June, former DDB Needham Dallas chairman and chief executive officer Mike Rawlings was named president and chief concept officer of Pizza Hut five months after resigning his post at the agency.
The client’s national advertising in the general market is handled by BBDO, New York, but parent Tricon Global Restaurants is in the midst of a review to consolidate network TV buying for Pizza Hut and sister chains KFC and Taco Bell at a single agency [Adweek, Feb. 9].
In servicing the Hispanic account, Harmel said Dieste will draw on the resources of two Omnicom-owned shops in Dallas: TLPartnership, which does promotions for Pizza Hut in the general market, and SpotPlus, which performs local market buying for the chain. –with Katy Eckmann