Jose Cuervo Selects Dieste Harmel

DALLAS Dieste Harmel & Partners has been awarded creative duties for the Hispanic advertising account of Jose Cuervo International, the shop said.

The Dallas Omnicom-backed agency won the account in a national review with undisclosed contenders.

New York-based Jose Cuervo has charged Dieste with creating outdoor, print, radio and point-of-purchase to promote two brands, Jose Cuervo Tradicional and Jose Cuervo Especial, according to shop president Tony Dieste.

The client wants to target its summer campaign to Mexican American consumers who are primarily in Texas and California, the first time it has focused on that segment, Dieste said.

“This is a very exciting brand for us because it’s a major global spirits brand,” Dieste said. “And this is going to be a challenge for us, given that it’s a flip side—[the tequila is] coming from Mexico and we need to continue to make it relevant for Mexicans in this country. Usually we have the reverse challenge.”

Grey Global Group’s Mediacom handles media for the client.

Jose Cuervo, a brand of London-based Diageo, spent $12 million on media through November last year, according to CMR. Arnell Group of New York handles general-market work.