Dieste creates Strategic Consumer Interception approach to business.

Dieste, Harmel & Partners has chosen internationally recognized advertising executive Alvaro Cabrera as the new Executive Director of Integrated Communications, who will lead the strategic alignment of digital, direct marketing and media teams to provide integrated brand communication solutions. Cabrera joins as part of a realignment of the agency’s executive team that will direct the agency’s creative and strategic evolution.

Dieste’s management is aligned to deliver communications with a surround consumer interception model that integrates extraordinary consumer understanding, world-class ideation and right-place, right-time consumer interaction—the key drivers of Dieste’s strategic approach– under President Aldo Quevedo’s leadership. Cabrera, a veteran of Spain’s leading advertising agency BBDO Contrapunto, will spearhead the agency’s interception model that breaks with traditional advertising and message delivery.

Agency executives Yolanda Cassity, Rocío Fernández and Carlos Tourné complete the leadership team with responsibility for account management, planning and creative respectively. They will work closely with Cabrera and Quevedo in all new and existing business.

Most recently, Cabrera created and led the alternative communications department at BBDO Contrapunto, where he worked for the last 8 years—the #1 agency in Spanish for the past two consecutive years (2006/2007) Under his direction, Cabrera’s teams won international industry awards from Cannes, FIAP, and El Sol. He created successful business campaigns for leading brands such as Vodafone, Chrysler/Jeep/Dodge, Barclays Group, Google and General Electric, among others.

“We are re-imagining how we establish a lasting, relevant relationship with consumers, regardless of how the message is delivered and beyond traditional media models,” said Quevedo. “The addition of Alvaro to our award-winning team allows us to better integrate what we recognize are the key drivers of our agency well into the future.” Cabrera assumes his new duties immediately.

With offices in Dallas, Los Angeles and New York, Dieste is focused on delivering creativity and relevance, founded on utmost insights and understanding of the consumer. The agency’s client portfolio includes FritoLay, General Electric, Hershey’s, Nationwide Insurance, Pepsi, Southwest Airlines and Western Union.

According to Quevedo, the agency has been increasingly approaching client work from a multidisciplinary view, with digital communications, experiential and direct marketing working together to reach communications goals. Digital communications has been a growing discipline at Dieste.