Cartel Group AOR For Dickies.

The maker of DICKIES workwear announced that it is launching a major Hispanic marketing initiative in the U.S. and has named The Cartel Group of San Antonio as its agency of record (AOR).

“This is an opportunity for Dickies to further extend our reach into the Hispanic market in the most culturally powerful way,” says Bob Scott, Williamson-Dickie Mfg. Co. Senior Vice President of Marketing and Merchandising, of the nation’s fastest-growing consumer group who are buying Dickies in record numbers.

“Dickies goal is to gain share and solidify brand loyalty with the 37 million hardworking Latinos in the U.S., and we have chosen The Cartel Group for their innovative marketing approach, unique research and superior creative strengths,” he says.

Working with Dickies own award-winning Creative Director Mark Krauter, The Cartel Group will focus its trademarked Hispanic marketing methodology to impact Dickies brand awareness and visibility using client-specific strategic planning, creative production, targeted media, and community relations.

“Our proprietary Barrio Anthropology approach gives us the ability to understand key motivators and cultural triggers for Latino workers, which will be a strong platform for an effective, completely original Dickies marketing campaign,” says Jesús Ramírez, executive vice president for The Cartel Group.

“We are extremely pleased to add this incredible brand to the agency’s stable of clients,” Ramírez. The Cartel’s major clients include JCPenney, the U.S. Army, and The National Hispana Leadership Institute.