Online Exclusive: Hispanic Marketing News

2004 A BOOM YEAR FOR HISPANIC AD AGENCIES

Bromley Communications Billings Up 41%; Dieste Harmel Up 19%

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NEW YORK (AdAge.com) -- The large increases in new business that helped boost the Vidal Partnership to Multicultural Ad Agency of the Year were only one indicator of the 2004 boom in the Hispanic marketing services field.
Dieste's new business is up 19% while Bromley's has surged 41%.
Companion Story:
VIDAL NAMED MULTICULTURAL AGENCY OF THE YEAR
$115 Million in New Business; 41% Increase in Billings

While the rest of the marketing and advertising business was pulling out of the economic downturn of the previous three years behind, the Hispanic sector was surging as never before.

For instance, at Dieste Harmel & Partners, Dallas, last year's Multicultural Agency of the Year, billings grew by 19%. One big 2004 win, JC Penney, has already become the Omnicom Group agency's biggest account, including media planning and buying. Growth was also strong from existing clients like Washington Mutual, PepsiCo.'s Frito-Lay and Hyundai.

Strong management team
The ultra-stable management team of President Tony Dieste and Managing Partner Warren Harmel further diversified the agency by spinning off the promotions division into a stand-alone promotions and events shop called Spice Marketing that won accounts from Nokia and Dannon, and growing the direct-response unit opened in 2003.

Dieste boasts one of the Hispanic market's leading executive creative directors, Managing Partner Aldo Quevedo, who in 2004 became the first U.S. Hispanic creative director to be inducted into the AAF Hall of Achievement. Dieste is one of the first Hispanic agencies to form a significant relationship with a pharmaceutical marketer, a category that largely ignores the Hispanic market. Focusing with Pfizer on identifying and treating high cholesterol, Dieste's efforts paid off with a 22% increase in new prescriptions for statins and 12% for Pfizer's Lipitor in high Hispanic ZIP codes measured in 2004.

The biggest Hispanic merger
In the biggest U.S. Hispanic merger of the year, Publicis Groupe combined Miami-based Publicis Sanchez & Levitan with Bromley Communications, San Antonio, Texas, in February 2004. The merger, which accounted for most of Bromley Communications' 41% billings growth in 2004, now has Bromley challenging WPP Group-owned Bravo Group, previously the biggest U.S. Hispanic agency, for the top slot.

The agency also won Circuit City -- one of the year's coveted accounts as big-box retailers stampede into the Latino market -- and broke the consumer electronics marketer's first-ever Hispanic campaign in October. The account from confectioner Mars was resigned, however, due to a conflict with Publicis Sanchez & Levitan's Nestle business.

Chairman-CEO Ernest Bromley smoothly managed the transition that essentially made Publicis Sanchez & Levitan into Bromley's Miami office and integrated 14 accounts from that agency. Bromley created the new post of chief operating officer for highly regarded Jessica Pantinini, vice president and director of media.
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