Dieste and The Marketing Arm announced their alliance to create Cultur8, a multicultural new-generation agency that connects brands and consumers through cultural passions. The new independent agency, which began operations on Jan. 1, 2013, combines the Dieste Promotion Department (strategy + creative groups) and Wave, the multicultural group of TMA. “We know that the marketing spending directed at the multicultural audience is not aligned with the opportunity these consumers represent” Dieste CEO Greg Knipp said.”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” he said.The agency’s core capabilities 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” said Dan Belmont, president of The Marketing Arm. “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” Belmont said.Cultur8, under Executive Creative Director Roberto Saucedo, VPs Griselle Colon and Todd Ervin, and comptroller Ty Naegele, has its headquarters in Dallas, with branch offices in New York and Los Angeles.
