Dieste Wins Quaker Oats Work

Quaker Oats Co. has awarded Dieste & Partners Hispanic ad duties for all its brands, including Quaker Oatmeal, Gatorade, and Aunt Jemima. Billings are estimated at more than $10 million.

The Dallas shop beat finalists FCB/Montemayor y Asociados and Bromley Communications, both in San Antonio, for the business, which includes creative and media.

Consultancy Select Resources in Los Angeles managed the search. Deb Gross, director of Aunt Jemima marketing, and Liz Bardetti, director of Gatorade marketing, led the pro cess internally.

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

“Quaker is one of the icon packaged-goods companies in the U.S.,” said president Tony Dieste on the win.

Quaker began the review late last year after its Hispanic agency Grupo Quatro, a unit of Dallas-based Berry-Brown Advertising, closed. Its general-market agency, FCB in Chicago, handled Hispanic marketing on an interim basis during the search.

Dieste also does Hispanic marketing for Pepsi, which is in the process of acquiring Quaker. Dieste’s other clients include Pizza Hut and HBO.