Quaker Taps Dieste & Partners

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.

Billings for the Chicago-based company’s Hispanic business are estimated at more than $10 million.

Quaker mounted a review for a Hispanic agency late last year after long-time agency Grupo Quatro, a division of Berry-Brown Advertising in Dallas, closed. FCB Chicago is Quaker’s lead general market agency and handled Hispanic marketing on an interim basis during the search.

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

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.

In a statement, Bardetti said, “Quaker has a portfolio of major brands which cross many targets … Therefore, it was critical to partner with a Hispanic agency that has insight into all segments of the market.”

Dieste handles Hispanic marketing for Pepsi-Cola, whose parent PepsiCo has a deal pending to acquire Quaker.