Dieste’s Tony Dieste: 1+1=3 is not based on academic theories but our experiences through 20 years of background

Tony Dieste, president of multicultural Agency Dieste, talked to PRODU about their very first editorial project, on which, according to their two decade experience, they depicted the most effective strategies to reach the lively Latino market in the USA.“In this new era of the USA demography, we felt we had something new to say about marketing addressing Latinos. 1+1=3 is not based on academic theories, but experiences. In these past 20 years, we have discovered surprising facts in the business about what has worked, and how to effectively build a brand for such a particular consumer,” said Dieste.1+1=3 encompasses several cultural identity topics on digital behavior, but it also tries to destroy myths about many aspects of the Latino culture. “Many companies get trapped in these wrong ideas and may make costly mistakes. In some episodes we offer ideas and tips about how to unblock potential markets, as we contribute to create better marketing in the digital and mobile era,” he explained.According Dieste, before the launching, they did not know how the market would answer to a book loaded with images and particularly relaxed contents. “We were very surprised to see the very positive, encouraging answer. We were amazed by the feedback from the millennials, students and people who are not in our business, yet they love the book.”1+1=3 was written as a collaborative work among several Dieste’s employees. Amongst the project leaders are: Tony Dieste; Jim Wegebauwer; Greg Knipp; Mónica Sánchez; Alejandro Martínez; Carla Levy; Dannely Flores-Kramer; Elsa González; Alica Ovadia, and Luke Roberts.