Taxing Job for Dieste

Dieste & Partners has claimed the estimated $3-5 million Hispanic advertising account of H&R Block.
The selection of Dallas-based Dieste was made concurrently with the choice of Campbell Mithun Esty, Minneapolis, as the tax preparer’s general market agency of record, although the two shops did not pitch the account together. Dieste’s pitch team was led by account director Salma Gottfried.
The appointment of Dieste signals a new marketing initiative by H&R, according to Dieste managing partner Warren Harmel.
“There has been some [Hispanic] activity, but this will take it to a much more aggressive level than has previously been the case,” Harmel told Adweek. “A proportionately lower percentage of Hispanics use tax preparation services than Anglos, so there’s a lot of potential. It’s very exciting from that point of view.”
Harmel said the win was “a combination of creative and strategy” following a series of meetings with the client that resulted in a spec campaign.
Dieste’s previous experience in the financial sector includes working with Texas Commerce Bank, now under the Chase Manhattan banner. In February, the agency won the Hispanic advertising account of investment banking and securities brokerage Salomon Smith Barney, New York.
H&R Block is the nation’s leading tax preparer, providing services from about 10,400 locations. The company’s general market advertising budget is $100 million.
Dieste also recently won an assignment to launch Univision.com, the online division of the Spanish-language television network.