July 3, 2022
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Author

Dieste

The core of what we do is the Provoke platform – a proprietary set of processes and tools that enable us to deliver work deeply informed by data, culture and consumer behavior. By zeroing in on the intersection of art & science, Dieste is constantly stretching the boundaries of quantitative storytelling. While we emphasize hard data, our adaptive process also makes us flexible and agile, traits that have given us an industry reputation for collaboration. Keeping the workflow moving at the ever-increasing speed of our consumers’ lives. In the end, we believe today’s most progressive clients are looking for two things: 1. Great ideas, regardless of where they can get them from; and 2. To work with people they like and are easy to work with.


Advertising
Dieste Names Abe Garcia Chief Creative Officer | Succeeds Ciro Sarmiento
Dieste Posted On February 8, 2022


Garcia, executive director at the multicultural agency since 2015, succeeds Ciro Sarmiento

Multicultural communications agency Dieste has named Abe Garcia as chief creative officer. He succeeds Ciro Sarmiento, who left the position one year ago to become chief creative officer at Weber Shandwick. 

Garcia, who joined Omnicom Group-owned Dieste in 2015, had been executive creative director at the agency. He will report directly to Tony Dieste, chairman of the agency, which counts among its clients AT&T, Cricket Wireless and Goya Foods. 

“To lead an agency is obviously important to me and now that I have the reins I’ll instill that same sort of creative culture that I put upon myself, upon my work and upon my teams that I was leading prior,” Garcia said. Among those team members are Group Creative Directors Valentina Sulbarán and Benjamín Jara.

Evolution of multicultural agencies

The appointment comes as Dieste works to improve brand relevance amid an evolving multicultural marketing landscape. “We need to understand people and race and ethnicity better, but also means that we need to understand subcultures better,” said Tony Dieste. “People are identifying themselves behaviorally and identifying themselves in subcultures more than ever before.”

Dieste’s recent work shows that range. Its campaign for Dunkin’, themed “Work for Home,” highlights the Hispanic community’s contribution to the foodservice, construction and agricultural industries, showing that they are working for home rather than from home. Its “Deja tu Huella” spot for Cheetos Omnicom does not publish specific results for Dieste, but the agency says it posted double-digit revenue growth in each of the past three years. In 2021 it landed three new accounts: Victor Pet Food, Advanced Auto Parts and Buff City.showcased artist Bad Bunny to demonstrate that the Latino community is bold, loud and boundary-pushing.

Omnicom does not publish specific results for Dieste, but the agency says it posted double-digit revenue growth in each of the past three years. In 2021 it landed three new accounts: Victor Pet Food, Advanced Auto Parts and Buff City.

Despite “the two crazy years of the pandemic,” said Garcia, “somehow we’ve managed to keep that culture alive and keep the work fresh and modern.”


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Coronavirus
Dieste Creates Pivotal Quarantine Campaign for The Wild Bookstore and Boosts Sales 200%
Dieste Posted On May 5, 2020


When beloved bookstore and cafe The Wild Detectives had to close alongside most Dallas businesses due to Covid-19 quarantine measures, it faced the daunting challenge of shifting its business to being online-only.

So the shop owners turned to agency partner Dieste, which has created several insightful campaigns for The Wild Detectives in recent years. One of those projects had involved advertising its books as travel expeditions, such as promoting “Barcelona for $14.”

The store and agency decided to lean even harder into that concept, and the result was the Book a Trip website, which on first glance appears to be a travel booking site. Instead of returning ticket prices, though, searching for destinations reveals books for sale that were written about each city.

Fans of The Wild Detectives were initially shocked to see their beloved bookstore announce via social media that it was becoming a travel agency—especially at a time when travel has essentially ground to a halt. But visiting the site quickly made it clear that the “pivot” was actually a clever campaign built at an incredibly tough time for small businesses.

Everybody said, ‘What the hell? Who opens a travel agency right now?’” Dieste CCO Ciro Sarmiento told Adweek. “People freaked out for real, and then they went to this new site and realized they’re talking about books.”

More than 250 comments were posted to the brand’s seemingly dire announcement on Facebook, many sounding like this one: “I was on the verge of tears until I clicked the link. Thank you for the long nights of conversation, good music, great atmosphere and amazing lattes. You are prohibited from closing down.”

Since Book a Trip was launched, The Wild Detectives said its online sales have increased 200%, with 30,000 unique visitors clicking through to the site. All traffic was generated organically, with no money spent on advertising the new site, which was developed by DJNR Interactive.

 

“This campaign not only has exceeded all our expectations, but it also allowed us to reconnect with many of our patrons in a fun and proactive way in the middle of one of the biggest crises ever presented,” said Javier García Del Moral, owner of The Wild Detectives. “Aside from the much needed economic return, the emotional responses and reactions to the campaign have been some the most rewarding messages we ever received.”

More books will soon be added as “destinations” to help meet the high demand, the shop said.

Webpage

CREDITS:
Client: The Wild Detectives Bookstore
Agency: Dieste
CCO: Ciro Sarmiento
CD: Benjamin Jara
Sr. Art Director: Sergio Rojas
Sr. Copywriter: Carlos Ortega
Digital & Social Strategy Director: Roberto Hernández
Website Developer: DJNR Interactive

Read original article here.

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Advertising
All Women AND Men Can Learn From This | Dieste’s Provoke Weekly
Dieste Posted On April 17, 2018


Women Who Raise Their Voices Create Echoes

By Maria Garcia, Social Media
Video by Tony Pacheco, Sr. Producer

As we finalized the month of March we also recognized the continued accomplishments and strides that women have made throughout history. More importantly, we wanted to shine a light on what some of the women at Dieste thought of when asked about women who ground them and words they look for during difficult times.

We sat down with a few of our very down Dieste women to talk a bit on what they think about women in our industry. We learned that each woman brings with her an experience that shapes the way our work and stories are told. We invite you to watch what they had to share.

https://youtu.be/-Skp-CnBbwk


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Advertising
Dieste’s Provoke Weekly Holiday Edition | 2017 Spots Highlighting Togetherness
Dieste Posted On December 28, 2017


By Erin Clark
Strategic Planning Director

What a ride this year has been – as marketers (and consumers) we’ve all experienced what seems like endless ups, downs and loop-the-loops in 2017. So as we take a step back during this time to recharge for the new year ahead, we put together a list of our favorite holiday ads from this year that lift our spirits. Here at Dieste, we are all about finding nuances that unite people with similar interests and passions in order to connect brands with cultures. While selecting our top picks we noticed a similar message throughout that connects us all, one that celebrates the true human spirit: togetherness. Wherever you are, whatever your faith, whatever your race let us remember we are all in this together.

Happy Holidays from your friends at Dieste! Click below to see our top picks for 2017.

1.) Year in Search | Google (picked by Sarah, Dieste Intern)

A powerful reminder of the major events in 2017 and how together we can move forward.

2.) Bring Everyone Together | M&M’s (picked by Erin, Planning Director)

https://youtu.be/bnJCgE3hqpc

Have you ever wondered what happened after Santa and “Red” faint on Christmas Eve? After 20 years M&M’s has finally created the sequel that shows the true meaning of the holidays through the valiant efforts of “Yellow.”

(Watch the Original M&M spot from 1996 here.)

3.) Giving is a Gift to be Shared | Samsung

https://youtu.be/KdaX9jX6VoM

In a thoughtful representation of our ever-growing multicultural society, the concierge of a city apartment building celebrates the diversity of residents and togetherness throughout the holidays.

4.) Weihnachtsspot | EDEKA

A grocery store in Germany introduces us to a dystopian world in 2117 full of robots, and despite the bleakness, the ad weaves together a promising post-apocalyptic story of togetherness.

5.) Togetherness| HP

https://youtu.be/fAYu8Itqqe0

Without a doubt, the holidays also bring increased family tensions, yet this spot shows that what unites us is bigger than what divides us.

Bonus: Knee Pads | Amazon Prime

This spot originally aired in 2016, but it still stands out as a favorite. It is a perfect example of holiday peace.


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Editor's Pick
Dieste’s Provoke Weekly | What Emerging Stars Program Taught me About Women and Healthcare
Dieste Posted On November 20, 2017


by Samantha Moeller, Account Supervisor, Dieste

I recently had the privilege to participate in Omnicom’s Emerging Stars program, in which multiple cross-disciplined teams were challenged to focus on a female contraceptive product for a healthcare client. Our task was to position long-acting reversible contraceptives (LARC), such as the intrauterine device (IUD) or arm implants, to be top of mind when women consult with their healthcare provider on birth control options. Trends in the usage of LARC have shown significant growth in recent years after a steep decline that started in the late 80s. And, according to the CDC, LARC use has more than doubled among Hispanic and non-Hispanic white women.

What did we learn? Our target was defined as: women ages 18 – 34, single, no kids. So, to better understand our audience (we named her Tara), we conducted both qualitative and quantitative research. One of the key insights pointed directly to external forces, such as policymakers, movies, TV or brands, that tend to prescribe a generalized vision of women’s success and empowerment. These external forces often put their target in a box by narrowly defining the factors that make these women successful and strong.

How do we know this? Our quantitative survey showed that only 27% of women could identify with the goals being portrayed in advertising that are meant to empower them.

What’s the reality? Our target prefers forging her own path and defining her own success. She resonates with a quirkier definition of what it means to be empowered, and one that feels true to her.

– Today, being empowered means being armed with the information to make choices for yourself – in lifestyle and in birth control.

–When asked what area in their life is most important to have a choice in, 58% of our respondents said it was their health.

Furthermore, through our quantitative survey, when asking about what it means to be a woman, we received a number of responses that described being “whatever you want to be” and having power to know your options and staying informed.

Other interesting facts we learned from our focus groups are that 4 in 5 respondents have switched birth controls at one point or another and that women know that there is no one-size-fits-all birth control. Participants spoke at length about the many different options they and their friends have tested out to varying results. Women across all walks of life have had this conversation with their friends, and our target relates to it.

The takeaway? After speaking to Tara, we really felt that what she was looking for was partnering with a brand that gives her the power to choose the right birth control for her. As a prominent subject in politics today and the potential rollback of insurance coverage on birth control, it is important now more than ever to really understand how women view themselves in their environment in order to connect with them in an authentic way.

The research my team conducted in order to better understand our target was invaluable in developing the winning strategy. This experience exposed me to women from all walks of life, who are connected by the same issue – the struggle to find a female contraceptive product that really understands them and delivers all their needs. One thing is for certain, when women get together to talk about something as personal as this, we can all agree that being open and honest about our experiences is the only way to get brands to deliver the product we want.

Samantha is an Account Supervisor at Dieste and joins us from her previous life as a ninja. After ten years in the Army she decided to let her hair down and surround herself with creative peeps. A jack of all trades, she has an endless curiosity learn something new – her latest venture, oil painting.


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Hispanic Agency  / Multi-cultural
Learn, Unlearn & Relearn | Good Advice from Deiste’s Provoke Weekly
Dieste Posted On September 13, 2017


By Matias Jaramillo, Director of Digital Initiatives, Dieste

I like to collect digital tidbits that I find while strolling through the Internet. Once in a while, I go back and look at my collection. While recently doing so, I found this quote by Alvin Toffler.

“The illiterate of the 21st century will be not those who cannot read & write, but those who cannot learn, unlearn & relearn.”

 This little piece of information, a digital tidbit if you will, was a blog post dated September 10, 2012.  Almost five years to the date. What I first liked about this quote was how well I felt it described my often eclectic professional life. This lifestyle has allowed me to participate in many forward thinking projects and to subsequently take part in transforming movements within agencies. It has also influenced how I look for connections with people and companies that I encounter, trying to find in them the potential of  “learning, unlearning and relearning.”

During my quest to apply this philosophy, I have come close to people who are doing it but very few companies, or in my case, clients and agencies that are willing to take that path and apply it to their modus operandi.

At this moment in my career, I have found certain signals indicating that an agency or organization is, on a level that may be subconscious, allowing for this philosophy to take root and shape.

Here are some of the clues:

-People need to have a constant desire to learn and evolve
Having, in an organic manner, organized get-togethers where findings are shared is key. Actively inviting speakers to come and share their experiences or new products and services can expand thinking beyond this industry. Looking for and discussing the winning ad campaigns and inviting more people across departments to partake.

–Collaborate
I have witnessed that collaboration is becoming the new normal at agencies, as it should be, but this is not always true. I have seen how work groups which would normally keep ideas or projects to themselves look for people outside their groups and ask for opinions, help, suggestions and even invite others to join the fun.

–Break from predefined roles
This one is probably one of my favorites since I love seeing how people can excel at more than just one thing. Yes, this means that there will be more and more “T-shaped” people, I believe that this one has a lot to do with how people collaborate. I have seen creatives think like account people, account people pitching ideas for social media creative, planners that become media people and so on.

–A desire to try new things
Be open to the possibility of experimentation. The objective is to test and understand groundbreaking technology. We do it by ourselves and for ourselves. We have nothing to lose. We sometimes share these experiments on social media. Most importantly,

people can learn new and cool stuff that should or could become part of new campaigns.

–Don’t be afraid to make a mistake
By encouraging experimentation, talent is also encouraged to be wrong and make space for unsuspected outcomes. Yes, perfection is desired when we delivering to a client, but allowing people to fail when experimenting can lead to people becoming more resourceful. This yields work that can be executed without a multimillion dollar budget.

So, why am I sharing this with you all? My time at Dieste has shown me that this is an agency that is able to learn, unlearn and relearn. I believe that this is placing us to be an agile agency participating in the transformation happening in the “Advertising Universe” where companies like ours will be part of a world with lots of different shapes, forms and colors.

Visit Dieste.com


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Artificial Intelligence  / Hispanic Agency
Dieste Provoke Weekly | Wait a Second, Are You Talking to Me?
Dieste Posted On May 19, 2017


Hey Watson, What Does the Future of Advertising Look Like?

By Todd Lilly
Senior Digital Producer

Recently, we started to explore the idea of conversational ads — ads that talk with you, versus generations of broadcast style messages that talk at you. The topic had piqued our interest (as well as our clients’) so much so, that we felt like it was worth diving deeper. We invited Scott Navarro, IBM’s Global Agency Development and Partnerships Director, to come in from Chicago and tell us more about Watson, IBM’s infamous AI platform. If you don’t know Watson, you should get to know him. In his short life, Watson has schooled the champs on Jeopardy, wrote lyrics with Bob Dylan, and is digesting 8,000 academic papers a day trying to find a cure for cancer.

Scott joined us for a talk at last month’s Provoke University, our internal agency learning forum. Afterwards, we had an opportunity to sit down with Scott and ask him for his thoughts on IBM’s vision for Watson Ads. What interests us most is how Watson will bridge the gap between intelligence, humanity and cultural bias. This shift in advertising isn’t some futuristic dream…it’s already happening.

Join us as we give the floor to Scott Navarro.

 

What will advertisers need to consider?

https://youtu.be/g6RpsQaXLAQ?list=PL0kyAy6h3oRHXAUWri-lKwWoeXmo92cJs

 

What is Watson doing to address cultural bias in AI?

https://youtu.be/Vi3oDr4mOCs?list=PL0kyAy6h3oRHXAUWri-lKwWoeXmo92cJs

 

How do we get past cultural bias in AI?

https://youtu.be/Vi3oDr4mOCs?list=PL0kyAy6h3oRHXAUWri-lKwWoeXmo92cJs

 

Watch All Interview Segments

https://youtu.be/zOABHlt5_Os?list=PL0kyAy6h3oRHXAUWri-lKwWoeXmo92cJs


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Hispanic Agency  / Multi-cultural
Print, The Comeback Kid
Dieste Posted On April 1, 2017


Print, The Comeback Kid

By Stephanie DelCarpio, Print Producer, Jana Youngblood, Studio Manager and Anne-Marie Zorad, Print Production Supervisor

What do you consider traditional advertising? Have you noticed a shift?

First, a little history lesson. The original staples of advertising were print, radio, and television. *The first newspaper ad was published in 1704 seeking a buyer for an Oyster Bay estate in the Boston News-Letter. Come 1922, the Queensboro Corporation buys the first commercials from AT&T’s radio station WEAF. Then, in 1941, NBC’s WNBT airs its first TV spot for a Bulova watch.

But, hold up. Let’s fast forward to now — the age of the internet! You can go to Starbucks for free Wi-Fi. People carry their laptops, iPads, and e-books to work, play, and read. We freak out if we forget our mobile devices at home. Oh, the terror!

Since the public birth of the World Wide Web in 1991, digital was poised to take advertising by storm. Blogging, web articles, and social media are critical formats to the success of any campaign now. Digital is everywhere. Digital advertising is the here and now. It’s not leaving anytime soon, thus making digital the traditional way to advertise now.

So, what does this mean? Did digital kill print advertising?
No! The goal for a successful brand is to differentiate from the competition. Now that digital advertising is the standard, we are forced to view and work with print in a whole new light — print advertising as the non-traditional method.

How can we leverage print in this digital world?
Leading up to the Presidental Elections, Twitter, a digitally-driven brand, began using out-of-home adverting as a new media. Jayanta Jenkins, Twitter’s global group creative director believes the OOH medium is “a really beautiful and powerful way to humanize tech brands… for us, [it] is a great way to get people to look up, off their devices, and remind them of the conversation that’s happening on Twitter. You can use less to say more.”

Twitter launched an out-of-home campaign featuring a series of social issue-themed outdoor ads

 

And Twitter isn’t the only tech brand that’s taking leaps into print. Airbnb.com, All Recipes, CNET.com, Net-a-Porter.com, and Dogster.com have included a non-traditional print medium to their strategies. This trend is not limited to digital companies, either. The TV industry is seeing the advantage of print with launches of Food Network and HGTV magazines.

Some advantages to print that these digitally-led companies see value in:

Tangible connectivity. Countless times we can be found in the magazine aisle reading about the latest news or gossip, and dabbing an alluring perfume scent from the print ad page. Or going to an amazing concert to wait 30 minutes in the merch line to purchase a poster or shirt that your favorite band printed. Print gives a personality to the brand, from touch to sight to smell. That connection resonates with people. Think about millennials and Gen Z’s; they have grown up with digital and missing much of that tactile experience. I-5 Publishing had this in mind when they purchased Catster and Dogster, web-based pet aficionados that showcase viral cats and dogs. They use higher quality paper, binding, and photography which appeals to the buyer’s experience.

Go offline. Omnipresence. (Pop-up) Buy this product! (Pop-up) Save lots of money! (Pop-up) Click now for details! The bombardment of digital ads can feel overwhelming. Connie Guglielmo, editor-in-chief of CNET news knows the importance of going offline, which helped push this tech website to make the transition into print. “People do like to decompress… shut off the screen and they like to read things in print.” Print allows you to look away, concentrate, and enjoy the experience, thus distancing itself from the distractions. With tech companies that have an imprint online already, print can heighten the omnipresence of online and offline.

Ad Blockers. In 2016, nearly 70 million US internet users installed ad blockers on their computers and mobile devices. It’s projected that 2017 will grow another 24% to 86 million users with ad blockers. According to Kantar Millward Brown’s latest AdReaction Report, people install ad blockers because digital ads are viewed as interruptive, annoying, slowing down their device, and irrelevant. The luxury of print is that there’s nothing to block it — brand and content will be seen.

Excitement. Wedding invitations. Birthday cards. Catalogs. Sure, you can receive all of these things digitally, but the exhilaration and joy you feel intensifies with a printed piece. Take for example the Ad Age 2016 Cannes Cover contest, for which Dieste’s Nicole Hamilton and Nicholas Ross created the winning design. “A Window Into the Creative Process – a 360 Experience” combined tactile print that folded into a VR viewer and kaleidoscope of digital illustrations and animations. The “design is joyous and engaging…for the first time in Ad Age, our cover is way more than a cover,” said Ad Age. It’s memorable. It’s a keepsake. It’s a great and lasting story.

We live in a digital world and we will continue to advance in digital advertising because it’s the new norm. But, step outside the box. Use a non-traditional method to promote your brands like Twitter did. Think print.

See more of Dieste’s Provoke Weekly


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Multi-cultural
Check out Dieste’s Provoke Weekly’s 2016 Retrospect and Predictions for 2017
Dieste Posted On January 12, 2017


Bring On 2017- Mad Men Days are Gone

The holiday season often sparks a lot of retrospection, and we begin to anticipate what the lies ahead in the year to come. Without a doubt there have been some tremendous changes in the marketing and advertising industry in the past year. Mobile has continued to disrupt, media has grown more fragmented, data and analytics are even more at the forefront, and clients are demanding more collaboration between agencies than ever before. Just take a look at the outcome of some of the largest agency reviews by P&G, McDonald’s and AT&T.

Gone are the days of “Mad Men” advertising when the business was predictable and relatively unchanging for decades. We now live in a world of short attention spans, ad blocking, addressability, artificial intelligence, and chatbots. It’s clear that agencies must become more agile and more personal in order to compete and stay relevant with their audiences.

And while it’s necessary and helpful to learn from the past, here at Dieste Inc., we’re all about moving forward. So, in the spirit of setting New Year’s resolutions (I’m still working on mine), I took a few minutes to chat with Tony Dieste, Founder & Chairman, and Greg Knipp, CEO, to ask them what lies ahead for our agency and the industry. Take a look and bring on 2017!

https://youtu.be/e78bnuF1f04

 

 


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Hispanic Agency  / Thought Blogs
Dieste’s Provoke Weekly – Marketing Mistakes That Will Turn Off Your Bicultural Audience
Dieste Posted On August 19, 2016


Remember “¿Por qué no los dos?”

This is part of the “New Latino Identity” series, in which Dieste explores how Latinos define themselves through factors like geography, language, gender and social norms. We aim to uncover the tension points that are forcing Latinos to shed their labels and opt for fluid expressions of their identity.

Most people, especially Hispanics who are considered bicultural today, can recall the little girl from the Old El Paso commercial whose memorable line: “¿Por qué no los dos?” became an internet meme and solved the most difficult question for taco lovers – soft or hard shell tacos. But what I remember is a commercial filled with stereotypes about Mexican culture trying to sell a taco that barely resembles something one would eat in Mexico.

Sombreros Are Not The Way Into A Bicultural’s Heart
The commercial opens inside what seems a stock image home with two, young Hispanic children arguing about which type of taco is the best. Adding the two children’s tan skin and dark hair, the mom bringing tortilla chips inside a sombrero, and the cacti and Mexican pottery adorning the house, the first nine seconds of the 30-second spot contain more Mexican stereotypes than I can count with my fingers. This commercial, like many others, has wrongly defined the Mexican identity with stereotypes in order to profit from people who are too unaware to realize the true range and fluidity of the Mexican and Latino identities.

Watch Spot

We Are Not All The Same
If I was walking down the street, what people would see is a young woman of average height, fair skin, hazel eyes, and light brown hair – but would they also know I am Mexican? Probably not, because stereotypes would have them believe I am anything but Hispanic. When I moved to the US at the age of eight, the first question I was asked, after I told my classmates I was from Mexico, was: Really? But you look white. I didn’t know how to reply to this statement, but the follow up would always be: I don’t believe you. Prove it! Say something in Spanish.

As a child, I found it interesting that people had a difficult time believing me when I said I was from Mexico. Living in Tennessee, teachers, new friends and their parents all stared back in disbelief when I explained where I came from. Clarifying why I looked the way I look became a tedious task. First, I had to prove myself by speaking in Spanish and if asked if I was half Mexican I would have to negate and explain that I am in fact full Mexican. Then, if people still found it hard to believe, I would give a quick history lesson about Spanish conquistadors and immigrants in order to explain my whiteness and why you can actually find “white” people South of the border.

Stereotypes Are Not Creative
I have not been stared at in disbelief nor have people automatically assumed facts about my culture each time I have met a new person in the last 13 years of living in the United States, but it does occur more often than we care to think it does.

Ads like the ones presented by Old El Paso and Coffee Mate are just a couple of examples that have spread exaggerated stereotypes about Hispanic culture. This adds to the difficulty in understanding and accepting something out of the norm, such as the growth of a more bicultural audience. The world is becoming a more interconnected place. Cultures are blending together and stereotypes are disappearing.

Coffee-mate 3

Coffee-mate 3

Coffee-mate

 

Commercials like these will have you believe that all Latinos are the same – we all look, act, and speak the same way, when in fact there are many variations to our identities which have stemmed segments such as bicultural and Latinx. Creativity does not live in stereotypes, so advertisers should challenge the way they think about their consumers because the society I stepped into 13 years ago is not the same I find today. Advertisers should not have to sacrifice content or their brand’s image in order to have a culturally correct and successful ad campaign so… ¿por qué no los dos?

To learn more about diversity and how to effectively reach a bicultural audience, follow Dieste Inc. and be sure to subscribe to Provoke Weekly for the latest trends in multicultural marketing.

Monica Gonzalez Padilla, Social Media Intern


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