Visa USA Cards Dieste

Visa USA has enlisted the help of Dieste & Partners here for a national Hispanic marketing initiative that is scheduled to roll out early next year.
It was not clear at press time if a formal review was held for the assignment. Visa representative Lori Smith said Dieste & Partners’ selection was aided by a referral from executives at BBDO, the company’s general market agency.
Dieste & Partners has not been given Hispanic agency-of-record status, and it was not clear if its work would include media planning and buying in addition to its creative duties. Spending was undisclosed.
Smith described Dieste & Partners’ assignment as a “pilot program” geared at attracting new Hispanic cardholders. Visa, based in San Francisco, did not previously employ an agency of record for Hispanic marketing.
Dieste & Partners’ initial assignments are expected to include direct response print ads and possibly television executions, according to Smith. She added that the program would be national in scope but did not disclose specific markets.
The agency is likely to employ experience gained working on the Texas Commerce Bank account in developing strategies for Visa. Smith said the program would include tie-ins with Visa’s member banks.
Dieste & Partners president Tony Dieste could not be reached for comment at press time.
Hispanic agency executives including Victor Ornelas, president and chief executive officer of Ornelas & Associates in Dallas, point to financial services as a significant growth opportunity for shops specializing in Latino marketing communications. Ornelas & Associates handles advertising for Banc One Corp.
Visa credit and debit cards are issued by more than 20,000 member financial institutions. The company’s 600 million cards are accepted at 14 million locations worldwide.