DALLAS Two Omnicom agencies in Dallas and Boca Raton, Fla., are teaming up to develop a new promotional venture known as Spice Marketing, executives said.
Based in Dallas, Spice will combine the resources of Dieste Harmel & Partners and The Radiate Group of Boca Raton, the shops said. Bill Cashman of DHP is general manager of Spice, sharing leadership with Victor Arroyo, former director of promotions at DHP.
"Spice provides Radiate clients and others the expertise to successfully create and execute Hispanic marketing programs that over-deliver against internal and external expectations," Cashman said. "Radiate's strength is matching great agency talent with great clients and we are pleased Spice is now part of that mix."
With Hispanic advertising reaching maturity nationwide, some shops are seeking to develop promotional teams that can capitalize on media efforts to build a brand, an agency representative said.
Cashman joined DHP to run Spice earlier this year from Pizza Hut, where he directed Hispanic marketing. Arroyo has nearly 20 years of experience in promotions, retail and packaged goods. He has held executive positions at Siboney USA, Lucky Stores and BDS Marketing.
"With Spice's extensive experience and Radiate's deep agency capabilities, brands now have the creativity and resources to reach Hispanic and non-Hispanic consumers through an integrated marketing program," Arroyo said.
The Radiate network executes more than 1,000 events per week and engages in over 40 million one-on-one consumer interactions annually, a rep said. The company has offices in North America, Europe and Latin America.
Dieste Harmel is a full-service agency, with a focus on strategic planning, advertising, promotions and direct response. The shop has won a number of top industry awards, including a Lion at Cannes. Major clients include Pepsi, Frito-Lay and Pizza Hut.