Dieste Harmel Names New CEO

Melisa Quinoy Replaces Founder Warren Harmel

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NEW YORK (AdAge.com) -- Former MTV executive Melisa Quinoy is the new CEO of U.S. Hispanic agency Dieste, Harmel & Partners, Dallas, following a search led by Omnicom Group to replace Warren Harmel, who at the end of 2007 quietly left the agency he co-founded in 1995.
Melisa Qui�oy
Melisa Qui�oy

Ms. Quinoy, 45, has spent nine years working for MTV Networks in Miami and, for the last two years, in London. She was exec VP of a Viacom brand-solutions division, working on sales and marketing for MTV and Nickelodeon in Europe.

"My group did customized solutions for big clients like content production and digital products," she said. "I had a consumer insights group and media and creative groups within my team. What I've been doing is platform-agnostic, providing solutions for clients, some of which didn't even include television even though we were a TV network."

Ms. Quinoy's first job was in the U.S. Hispanic market. After earning an MBA at Columbia University, she worked at Hispanic shop Siboney, where she was an account executive on the agency's Pepsi-Cola business. "I've almost come full circle," she said.

She later worked in Mexico for three years at FCB running the Colgate-Palmolive account, then moved to Euro RSCG in Australia, heading client service as a package-goods specialist. A native of Puerto Rico, Ms. Quinoy spent two years in Argentina, running Unilever business for a Lowe-owned agency.

Carmen Baez, president of Omnicom's Latin America Diversified Agency Services division, who was conducting the search for Dieste's new CEO, said Ms. Quinoy has the qualities she was looking for: dynamic, creative, strategic and a team leader.

Speaking from Spain, Ms. Quinoy said she'll arrive in Dallas on April 23.

Dieste has lost a couple major clients recently. JC Penney moved to the Vidal Partnership, New York, and Dieste's six-person San Francisco office, set up to handle Clorox, became part of DDB's San Francisco agency, and now reports directly to Hispanic shop Alma DDB in Miami.

In a separate major move in the U.S. Hispanic market, long-time Univision Communications executive Javier Saralegui abruptly left his job yesterday as president of Univision Online. Mr. Saralegui was put in charge of Univision's new online effort in 1999, after building Univision-owned Galavision into the leading Hispanic cable channel.

"Javier Saralegui has decided to resign from the company to pursue other opportunities," Univision said in a statement. "We appreciate his contributions to Univision over the past 18 years and wish him nothing but the best in his future endeavors."

The company said a search for a new president for Univision's online division is under way. Cesar Conde, Univision's exec VP-chief strategy officer, will take over as interim president of Univision Online.
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