Radiate Group Forms Hispanic Shop

The Radiate Group has partnered with Hispanic ad agency Dieste Harmel & Partners to launch Spice, a Hispanic event marketing shop.

Arroyo Cashman

The Dallas-based agency is run by General Manager Bill Cashman and Director of Business Development Victor Arroyo. Cashman had been director of Hispanic marketing for Pizza Hut; Arroyo had been Dieste Harmel's director of promotions.

"Spice presents an exciting opportunity for brands working with Radiate agencies to extend their marketing programs into the increasingly important and growing Hispanic market," said Arroyo in a statement. Agency execs won't discuss clients.

Dieste Harmel, Dallas, continues to operate independently from Spice; it is part of Omnicom Group's DAS division. Boca Raton, FL-based Radiate Group is a network of Omnicom-owned marketing agencies (including GMR Marketing, ranked No. 1 in the 2004 PROMO 100).