P&G Adds Dieste To Roster

Texans Will Tend to Beauty, Home Care Products
DALLAS–After a two-month review of undisclosed agencies, Procter & Gamble hired Dieste & Partners here to handle multi-brand promotional initiatives aimed at U.S. Hispanic consumers in 1999.
There was no incumbent for the business, according to P&G representative Gretchen Bris-coe, and Dieste’s appointment does not affect brand advertising or single-product promotions at the company’s five Hispanic roster shops. It was not clear at press time if those agencies were considered.
D&P executives Tony Dieste and Warren Harmel referred calls on the agency’s new assignments to the client.
Spending plans have not been finalized, sources said. P&G topped the list of Spanish-language advertisers, with 1997 media expenditures of $40 million, per Hispanic Business. Its nearest competitor in the ranking–AT&T–spent $18 million.
Sources said Dieste’s work will involve ads promoting P&G product groups, with a likely early emphasis on beauty aids as well as fabric and home care lines. Decisions on media vehicles have not been made, though one insider said “nothing has been ruled out at this point.”
D&P has significant broadcast and promotional experience for current clients Pepsi and Frito-Lay. Its P&G assignments will not include food and beverage brands because of the Frito-Lay relationship, sources said.
The client’s beauty care products include Head & Shoulders, Oil of Olay, Zest, Old Spice, Safeguard and Sure. Its detergents and home care lineup includes Bounce, Cascade, Cheer, Gain and Mr. Clean.
D&P executives are planning strategy for 1999 initiatives with Neal Comber, director of P&G’s ethnic marketing department. The Cincinnati-based packaged-goods firm realigned creative assignments at its Hispanic roster agencies last month. In P&G’s stable of Latino shops are Bromley, Aguilar & Associates, San Antonio; Leo Burnett Hispanic, Chicago; and Conill Advertising, JMCP Publicidad and Fova, all New York.