Dieste Is Choice of Quaker Oats

Quaker Oats Co. has selected Dieste & Partners to handle Hispanic advertising for all its brands, including Quaker Oatmeal, Gatorade and Aunt Jemima pancake mix and syrups.

Total annual billings for the lineup of Quaker Oats brands are estimated at more than$10 million.

Chicago-based Quaker mounted a review for its Hispanic creative and media account late last year following the closure of longtime agency Grupo Quatro, a division of Berry-Brown Advertising in Dallas.

Finalists in the review included FCB/Montemayor y Asociados and Bromley Communications, both in San Antonio.

The agency decision followed a national search managed by consultant Select Resources in Los Angeles. Deb Gross, marketing director for Aunt Jemima, and Liz Bardetti, Gatorade’s marketing director, led the process internally.

Both strategic and creative exercises were assigned to the agencies in the review.

“It feels good to know we went up against such a good field [of candidates],” said agency president Tony Dieste. “This is very exciting news for us. This is a big win.

“Quaker is one of the icon packaged-goods companies in the U.S.,” he said.

Quaker’s general market agency is FCB in Chicago. FCB had handled Hispanic marketing on an interim basis during the search.

Said Bardetti, in a statement: “Quaker has a portfolio of major brands which cross[es] many targets … Therefore, it was critical to partner with a Hispanic agency that has insight into all segments of the market.

“Dieste showed strong expertise in crafting advertising for teens and young adults, as well as moms and kids.”

Another notable synergy between the client and its new Dallas agency is that Dieste currently handles Latino marketing for Pepsi-Cola. Quaker is in the process of being acquired by PepsiCo.

Dieste’s other clients include Frito-Lay, Pizza Hut, HBO, Mountain Dew and H&R Block.