Williamson-Dickie Retains The Cartel Group

DALLAS The Cartel Group has picked up the Hispanic advertising account of Dickies clothing, the client said.

The San Antonio agency won creative and media duties in a review that the client said also included local shops Publicis Groupe’s Bromley Communications and independent Inventiva.

Cartel will be the first Hispanic agency for the work-clothing brand of the Williamson-Dickie Manufacturing Co. General-market advertising is created internally.

The first campaign, which is planned to launch in the spring, will target the 35- to 49-year-old Hispanic “journeyman tradesman,” said client senior vice president of marketing and merchandising Bob Scott.

Latinos are already familiar with the Dickies brand, Scott said, but the move represents the company’s decision to speak to the group directly “considering the historic and projected growth of the Hispanic market.”

Agency CEO Victoria Varela attributed the win to having “the right insight” and the experience members of the creative team have had working with clothing lines in the past, including Wrangler Jeans.

Billings are undisclosed. The Fort Worth, Texas-based client spent $4 million on ads last year through November, according to Nielsen Monitor-Plus.