Newly merged agency Dieste & Partners/West in Los Angeles has landed Hispanic ad duties for Hyundai Motor America.
The business, estimated by industry sources to be worth $3-5 million, gives Dieste a coveted auto marketing account.
"Hispanics are very oriented to imported cars," said agency managing partner Warren Harmel. "A lot of segments they're buying in are the smaller economy cars, so this is a real opportunity for growth."
Dallas-based Dieste & Partners recently merged its West Coast office with Ad Rendon, a Los Angeles-based Latino integrated communications company. "I have had my eye on Dieste & Partners and believe this is truly the top agency in our industry," said Susan Rendon McHugh, executive vice president at the former Ad Rendon, who will spearhead the account.
The South Korean automaker, with U.S. operations based in Fountain Valley, Calif., chose Dieste after a review that included undisclosed West Coast Hispanic agencies.
"We have been involved in Hispanic marketing for some time, but we wanted to increase our impact," Hyundai marketing vice president Dave Weber said in a statement. There was no incumbent.
Dieste's assignments will include a full range of print and broadcast work, as well as media. Creative and media will be handled in Dallas, while Dieste & Partners/West will oversee account service. Bates USA West in Irvine, Calif., is the lead agency on Hyundai.
The Spanish-language work will focus on the subcompact Accent models and mid-range Elantra and possibly the high-priced Sonata.