Dieste and The Marketing Arm launch multicultural promotions agency
Cultur8 to focus on connecting brands and consumers through cultural passions
DALLAS, NEW YORK and LOS ANGELES, Aug. 1, 2013 /PRNewswire/ -- Award-winning Omnicom agencies Dieste Inc. and The Marketing Arm have joined forces to form Cultur8, a next-generation multicultural agency that connects brands and consumers through cultural passions. The new independent agency, that began operating on January 1st 2013, brings together Dieste's promotions department (strategy + creative groups) and Wave, TMA's multicultural group.
According to the Nielsen Institute, multicultural consumers are rapidly becoming the majority in the United States, and their buying power is significant. The vast majority (92%) of U.S. population growth today is from Hispanic, African American, and Asian American populations, and they are wielding increasing amounts of buying power and watching large amounts of media content. Within the next five years, for example, multicultural consumers will drive 86% of the total growth on spending in retail.
"We know that the marketing spending directed at the multicultural audience is not aligned with the opportunity these consumers represent," says Greg Knipp, CEO of Dieste. "The opportunity is here, and we created an agency that can help clients to move forward from "opportunity" to "growth" by reaching each segment of multicultural consumers (Hispanic, African American, and Asian American) in a more relevant and engaging way. That's what cultural passion is about."
The "8" in Cultur8 represents the agency's core capabilities which include brand and shopper marketing, event activation, strategic consulting, digital/mobile, sponsorship consulting, social engagement and influencer, sports and entertainment, and cause marketing.
"Cultur8 is about combining everything that The Marketing Arm is with everything Dieste is," says Dan Belmont, president of The Marketing Arm. "It's the 'dream team' for multicultural marketers: One of the most recognized names in multicultural marketing and what Promo magazine has called the most creative agency in America. We've created the first multicultural shop that not only develops the big ideas to connect brands to communities across America, but can pivot to any platform in any channel, from digital to retail."
Based in Dallas, with offices in New York and Los Angeles, Cultur8 is led by Executive Creative Director Roberto Saucedo, Vice Presidents Griselle Colon and Todd Ervin, and Controller Ty Naegele.
Please visit www.cultur8.com to learn more about Cultur8.
Cultur8 is a next-generation Multicultural agency that leverages the power of emotion to deliver culturally relevant ideas that incite action. As an Omnicom agency Cultur8 leverages the resources of Dieste and The Marketing Arm to create relevant programs to engage the multicultural consumer and have a positive impact on clients' investments. Founded in 2013, Cultur8 is headquartered in Dallas, TX with offices in New York, NY and Los Angeles, CA.
About Dieste Inc.
Dieste Inc. helps clients win in the multicultural marketplace through creative business solutions, precision insights, targeting, and delivery. As an innovator in its field and the most awarded agency in its class, Dieste Inc. has been named Multicultural Agency of the Year more times than any other communications company in the U.S. Recognized in 2011 as one of the largest Multicultural Agency Networks in the U.S. by Advertising Age, Dieste, Inc. was established in 1995 and is part of Diversified Agency Services, a division of Omnicom Group Inc. Dieste Inc. is located in New York, NY,and Dallas, TX.
About The Marketing Arm
With a focus on sophisticated planning across all promotional channels, The Marketing Arm is a next-generation promotions agency that develops comprehensive integrated marketing programs for more than 100 blue-chip brands. Among its 22 capabilities are mobile marketing, shopper marketing, content creation, sponsorship consulting, consumer and corporate events, and digital word of mouth and social media.
Founded in 1993, The Marketing Arm has earned more than 85 major industry awards and honors over the last four years, including a Cannes Gold Lion, a 4A's Jay Chiat Award for Strategic Excellence, the Promotion Marketing Association's Gold Reggie Award, and a Gold Effie Award. With offices in Dallas, New York, Los Angeles, Chicago, Greenwich (Conn.), and London, The Marketing Arm is part of Diversified Agency Services, a division of Omnicom Group Inc.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
For more information, contact:
Carla Eboli at Dieste, 214.259.8039
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