$10 Million Account One of Largest U.S. Hispanic Assignments

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NEW YORK (AdAge.com) -- Western Union is in final negotiations with Dieste Harmel & Partners, Dallas, over the company's $10 million account, one of the largest U.S. Hispanic assignments, according to executives familiar with the review.

Dieste won the account after a final pitch involving two Texas-based independent Hispanic agencies, Cartel Creativo, San Antonio, and LatinWorks, Austin, according to executives at several Hispanic agencies.

Second attempt
Dieste, which is backed by Omnicom Group, last year pitched jointly with Omnicom's BBDO Worldwide for the general market and Hispanic accounts, but the business went to a team formed by WPP Group's J. Walter Thompson and Zubi Advertising, an independent Hispanic agency in Coral Gables, Fla.

However, Zubi resigned the Hispanic portion of the account after a year as a result of disagreements over money and working relationships, said Chief Operating Officer Joe Zubi.

JWT retains the general market account.

Money transfers
Money transfer within the U.S. and to Latin America is a major product category in the Hispanic market, as banks and other companies increasingly enter the territory dominated by First Data Corp.'s Western Union and MoneyGram. Bank of America, for example, last year introduced a money transfer product called "Safe Send," using only Spanish-language advertising. Bank of America's U.S. Hispanic agency is Lopez Negrete Communications, an independent Hispanic agency in Dallas.

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