Dieste Harmel & Partners Launches SPICE Marketing.

The Radiate Group has partnered with Dieste Harmel & Partners, to create SPICE Marketing, a new agency dedicated to creating and executing event marketing promotions solutions for brands entering the growing Hispanic marketplace.

“SPICE Marketing combines the collective marketing power of The Radiate Group and Dieste Harmel & Partners to provide the expertise necessary to help brands effectively reach the growing Hispanic consumer base,” said Steve Groth, president of The Radiate Group. “Dieste Harmel & Partners and Radiate have established a team of proven Hispanic marketing experts who understand the needs of these important consumers and share our commitment to providing clients with successful results-based programs.”

SPICE Marketing, based in Dallas, Texas, will be led by long-time industry executives Bill Cashman and Victor Arroyo. Cashman has been named the firm’s general manager. He has nearly 20 years of marketing experience, including serving as director of Hispanic marketing for Pizza Hut. Arroyo, SPICE’s director of business development, also has nearly 20 years of experience in promotions, retail and packaged goods. He has held executive positions with Siboney USA, Lucky Stores and BDS Marketing.

“SPICE provides Radiate clients and others the expertise to successfully create and execute Hispanic marketing programs that over deliver against internal and external expectations,” Cashman said. “Radiate’s strength is matching great agency talent with great clients and we are pleased SPICE is now part of that mix.”

“SPICE presents an exciting opportunity for brands working with Radiate agencies to extend their marketing programs into the increasingly important and growing Hispanic market,” Arroyo said. “With SPICE’s extensive experience and Radiate’s deep agency capabilities, brands now have the creativity and resources to reach Hispanic and non-Hispanic consumers through an integrated marketing program.”