Dieste & Partners Is Tandy’s Pick

Radio Shack’s Hispanic Marketing to Be Assigned to Dallas Firm
DALLAS–Tandy Corp. of Fort Worth, Texas, is expected to name Dallas agency Dieste & Partners as the new Latino marketing specialist for its Radio Shack Electronics Stores, for what sources say is a $5-10 million account.
Dieste was chosen over Bromley, Aguilar & Associates in San Antonio and Casanova Pendrill Publicidad of Irvine, Calif., according to insiders.
Dieste & Partners president Tony Dieste, who declined comment, referred calls to the client. Bromley president and chairman Ernest Bromley said his shop participated in the review for the business, but would not comment further.
Radio Shack vice president of marketing and advertising Jim McDonald would not confirm nor deny Dieste’s selection, stating that an announcement would be made today on its Hispanic agency search.
McDonald did say the review was called after Young & Rubicam-owned Bravo Group in New York was forced to resign the account. That occurred when Y&R client AT&T determined that Radio Shack’s role as a major Sprint PCS reseller represented a conflict with its own wireless business, according to McDonald.
McDonald would not reveal billings on the account, but said, “We are definitely going to have a more aggressive [Latino] program in 1999 than heretofore.”
Agency sources have pegged spending at $5-10 million. Radio Shack was not among the top 50 spenders in 1998 Latino advertising, per Hispanic Business, ranging from $3-42 million. A $10 million budget would elevate Radio Shack to a top 15 company in gross media expenditures.
An insider familiar with the pitch said the client only held capabilities discussions with the shops, and was seeking a partner to help produce crossover broadcast work with in-house agency Circle R Group.
Casanova officials could not be reached at press time.
Not affected by the review was the client’s general market account, which is split between Circle R and broadcast media partner TBS Media Management of New York, said McDonald. “The Hispanic review should not reflect on the relationship with Circle R or the relationship with TBS,” he said.
Both were hired in December 1997 when Radio Shack pulled the account from The Lord Group in New York and Fort Worth.