A-B-a brewer conservative in what kind of advertising it airs-charged Mr. Quevedo and his colleagues at Dieste & Partners, Dallas, last year to come up with concepts to help Bud Light grow in the burgeoning Latino markets. They came back with "Centerfold," in which a wife and her mother catch the husband licking spilled beer off a men's magazine. Executives from the world's largest brewer were so amused with storyboards that Dieste tweaked them to work for Anglo consumers.
"It wasn't your conventional idea for the Latin market. Normally Latin clients take a less risky approach," Mr. Quevedo says. "For us, it was great. We went all out."
Mr. Quevedo's work and insight as executive creative director have helped garner Dieste creative kudos (see Best of Show on Page S-2) and blue-chip clients like H&R Block, PepsiCo's Pepsi-Cola Co. and Tricon Global Restaurants' Taco Bell.
"At the agency, we look for insights, something consumers can relate to," he says. "We don't invent reality. We just reflect reality ... You need to uncover the insights."
Mexican-born Mr. Quevedo, 34, has been uncovering insights since 1989, when he ventured into advertising as a copywriter for American Express Co. and Sheraton hotels at WPP Group's Ogilvy & Mather Worldwide, Mexico City.
DIESTE'S 8TH STAFFER
When his girlfriend, now his wife of eight years, traveled to Dallas to study English in 1993, Mr. Quevedo went along, tucked his portfolio under his arm and started knocking on doors. He landed a job at Ornelas & Associates, staying for a year before returning to Mexico. In 1995, when his Ornelas pals Tony Dieste and Warren Harmel opened Dieste, he came on as the agency's eighth employee.
Mr. Quevedo now supervises 20 creatives and also is broadcast director. At first, he wanted to work behind the camera shooting TV shows, but he was soon sold on advertising.
"Trying to convince people of your idea is very exciting," he says. "I fell in love with it right away."