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UPDATED: Dieste Resigns Interstate Battery Biz
August 12, 2008
By Della de Lafuente
Note: This story was updated on Aug. 12 to include comments from the client, Interstate Battery System International. On Aug. 14 the story was updated to include ad spending data.
NEW YORK Dieste Harmel & Partners said today that it will end its nine-year business relationship with general market client, Interstate Battery System International, effective September 2008.
The ad shop said in a press statement that the move coincides with Dieste's "desire to strategically focus all resources on Hispanic and multicultural work."
In a statement issued late Tuesday (Aug. 12) by Interstate Battery, the company said both sides "mutually agreed" to end the business partnership "after nine fruitful years."
A review is underway to select a new agency and is in the final stages of the decision-making process, per Interstate Battery.
"We believe an agency change will give us a fresh perspective and puts us in a position to continue to develop and execute messaging that will lead consumers to Interstate distributors, dealers and battery franchise stores," said Scott Miller, vp of advertising and PR, in a statement.
Dieste had been Interstate Battery's lead creative agency, generating general market advertising for the company since 1999. Both companies are based in Dallas.
Ad spending in measured media has totaled $600,000 through May of this year. Interstate Battery's ad spending in 2007 totaled $3.5 million, up from $1.9 million in 2006, per Nielsen Monitor-Plus.
Interstate Battery operates more than 100 retail stores and sells 15 million auto, marine/RV, commercial and other batteries a year via 300 distributors who serve more than 200,000 retail outlets nationally.
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