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Adweek

S u b mi ssi o n

Multicultu Multicultural Agency2010 Ag of the Year


Adver tising Age

Submission

Multicultu Multicultural Agency Age cy2009 of the Year

Thank you for the opportunity to submit GlobalHue as a candidate for 2009 Multicultural Agency of the Year. In this document we list the reasons why we believe GlobalHue merits the award on behalf of its four business units; GlobalHue Africanic, GlobalHue Latino, GlobalHue Asian and GlobalHue Next. Our successes in 2009 are attributed to these 3 categories:

V Vision

G Growth

CS Case Studies


Adweek

S u b mi ssi o n

Multicultu Multicultural Agency Age cy2010 of the Year

Thank you for the opportunity to submit GlobalHue as a candidate for 2010 Multicultural Agency of the Year. In this document we list the reasons why we believe GlobalHue merits the award on behalf of its four business units; GlobalHue Africanic, GlobalHue Latino, GlobalHue Asian and GlobalHue Next. Our successes in 2009 are attributed to these 3 categories:

V Vision

G Growth

CS Case Studies


Vision

The agency doubled down on an a comprehensive multi-disciplinary investment strategy designed not only to strengthen its core multicultural market leadership, but also to execute on the broader vision of becoming a respected Total Market agency, representing the overlap of the two main advertising segments: general and multicultural.

Breaking Out of the

Glass Box

GlobalHue is the industry’s first “total market” agency, expanding our core cultural expertise beyond the limits of ethnicity and race.

Cultural Architects

Tools & Approach

GlobalHue NextTM

Top Talent

Our "Total-market"

$1M Investment in

Our GlobalHue

We’ve broadened

approach builds

tools based on

Next division was

our Executive

deeper, longer-lasting

proprietary research

launched in 2009

Management team

relationships by

offer a comprehensive

and geared towards

to include the

creating relevant

lens on the total market,

assignments outside

industry’s most

connections to people

a key differentiator

the “glass box,”

accomplished and

and the cultures in

for the agency as an

connecting brands to

awarded talent.

which they live.

epicenter for cultural

the total U.S. market.

Biographies included

architecture.

in the Addenda.


Vision

The agency doubled down on an a comprehensive multi-disciplinary investment strategy designed not only to strengthen its core multicultural market leadership, but also to execute on the broader vision of becoming a respected Total Market agency, representing the overlap of the two main advertising segments: general and multicultural.

Breaking Out of the

Glass Box

GlobalHue is the industry’s first “total market” agency, expanding our core cultural expertise beyond the limits of ethnicity and race.

Cultural Architects

Tools & Approach

GlobalHue NextTM

Top Talent

Our "Total-market"

$1M Investment in

Our GlobalHue

We’ve broadened

approach builds

tools based on

Next division was

our Executive

deeper, longer-lasting

proprietary research

launched in 2009

Management team

relationships by

offer a comprehensive

and geared towards

to include the

creating relevant

lens on the total market,

assignments outside

industry’s most

connections to people

a key differentiator

the “glass box,”

accomplished and

and the cultures in

for the agency as an

connecting brands to

awarded talent.

which they live.

epicenter for cultural

the total U.S. market.

Biographies included

architecture.

in the Addenda.


Growth

Leaps

Bounds ds and

In 2009, GlobalHue became the first multicultural agency to win a global account - Jeep , proving that marketing s uccess requires a depth of understanding of multicultural segments and micro-markets within those segments in building national campaigns, a reversal of industry norms. TM

In a troubled year for advertising, a period that saw a 6-9% industry decline, GlobalHue’s 2008 revenue rose by more than 35% through new business, organic growth and expanded responsibilities with long-term clients. Our gross revenue in 2009 will be 3-5% above 2008 and our employee count expanded to 400+ from 385 in 2008 (despite most of the industry

Video

reporting an 8-9% reduction). Primary sources of agency growth: • Won five out of six new business/new contract pitches in 2009 • Won mandatory contractual agency review as African-American Agency of Record with the U.S. Navy, expanding the contract to the Asian assignment as well • Won mandatory contractual agency review of Bermuda Department of Tourism

GH Creative View Creative Samples Click Here

Largest MCM Agency

Growth

Client Retention

Broadening our lead as

Average organic client

A flawless client retention

the industry’s largest truly

growth of 26% (excluding

record, without a single

multicultural agency, we

Chrysler) and new client

client loss for the 3rd

also are the largest African

assignments include MGM,

year in a row, demonstrates

American and the 4th

U.S. Navy, American Express,

ROI, client satisfaction and

largest Hispanic agency,

U.S. Census Portuguese-

GlobalHue’s leadership in

with Hispanic media billings

speaking contract, plus

the MCM marketplace.

being the 3rd largest

additional national account

spender in the segment.

TBA mid-December.


Growth

Leaps

Bounds ds and

In 2009, GlobalHue became the first multicultural agency to win a global account - Jeep , proving that marketing s uccess requires a depth of understanding of multicultural segments and micro-markets within those segments in building national campaigns, a reversal of industry norms. TM

In a troubled year for advertising, a period that saw a 6-9% industry decline, GlobalHue’s 2008 revenue rose by more than 35% through new business, organic growth and expanded responsibilities with long-term clients. Our gross revenue in 2009 will be 3-5% above 2008 and our employee count expanded to 400+ from 385 in 2008 (despite most of the industry

Video

reporting an 8-9% reduction). Primary sources of agency growth: • Won five out of six new business/new contract pitches in 2009 • Won mandatory contractual agency review as African-American Agency of Record with the U.S. Navy, expanding the contract to the Asian assignment as well • Won mandatory contractual agency review of Bermuda Department of Tourism

GH Creative View Creative Samples Click Here

Largest MCM Agency

Growth

Client Retention

Broadening our lead as

Average organic client

A flawless client retention

the industry’s largest truly

growth of 26% (excluding

record, without a single

multicultural agency, we

Chrysler) and new client

client loss for the 3rd

also are the largest African

assignments include MGM,

year in a row, demonstrates

American and the 4th

U.S. Navy, American Express,

ROI, client satisfaction and

largest Hispanic agency,

U.S. Census Portuguese-

GlobalHue’s leadership in

with Hispanic media billings

speaking contract, plus

the MCM marketplace.

being the 3rd largest

additional national account

spender in the segment.

TBA mid-December.


Case Studies

Cli Client Campaigns Results and

Utilizing our multicultural insights, our creative thinking and strategic execution produced record results and continued growth for our clients. GH Creative View Creative Samples Video, Audio and Print samples are just a CLICK away for all creative. Thank You.

Latino

Africanic

1. Verizon “Camellos”

3. Verizon “How Sweet the Sound”

2. Subway “Comer Bien”

4. Navy “The Navy Landed Me Here” 5. Walmart “Grandma’s Hands”


Case Studies

Cli Client Campaigns Results and

Utilizing our multicultural insights, our creative thinking and strategic execution produced record results and continued growth for our clients. GH Creative View Creative Samples Video, Audio and Print samples are just a CLICK away for all creative. Thank You.

Latino

Africanic

1. Verizon “Camellos”

3. Verizon “How Sweet the Sound”

2. Subway “Comer Bien”

4. Navy “The Navy Landed Me Here” 5. Walmart “Grandma’s Hands”


“Asado”

Case Studies

Verizon Wireless: Brand Campaign

“Twins”

Problem Goal Approach “Vicuna”

Example

VZW seen as an elite brand in Hispanic market. Make brand feel more approachable while maintaining aspirational status. Focus VZW’s network superiority as the best way to connect with others – key to Hispanic cultural DNA.

The ‘09 “Camellos” holiday campaign 1. Focus on a relevant holiday icon: Three Kings’ Day. 2. Use humor to give off personality and approachability. Maintain culture – each camel represents a different cultural segment – Mexican, Puerto Rican and Argentinean . 3. Build a 360 experience around the five spots through radio, print, cinema and interactive, offering families the opportunity to play with the Camels.

Results

“Super Fan”

GH Creative View Creative Samples Click Here

These executions have performed 40-80% above category norms on all key branding and likeability metrics. Brand recall is 30% stronger than the average brand/ promo spot among younger adults and brand recall is 36% higher than the category norm among bilingual/ bicultural consumer segment.


“Asado”

Case Studies

Verizon Wireless: Brand Campaign

“Twins”

Problem Goal Approach “Vicuna”

Example

VZW seen as an elite brand in Hispanic market. Make brand feel more approachable while maintaining aspirational status. Focus VZW’s network superiority as the best way to connect with others – key to Hispanic cultural DNA.

The ‘09 “Camellos” holiday campaign 1. Focus on a relevant holiday icon: Three Kings’ Day. 2. Use humor to give off personality and approachability. Maintain culture – each camel represents a different cultural segment – Mexican, Puerto Rican and Argentinean . 3. Build a 360 experience around the five spots through radio, print, cinema and interactive, offering families the opportunity to play with the Camels.

Results

“Super Fan”

GH Creative View Creative Samples Click Here

These executions have performed 40-80% above category norms on all key branding and likeability metrics. Brand recall is 30% stronger than the average brand/ promo spot among younger adults and brand recall is 36% higher than the category norm among bilingual/ bicultural consumer segment.


Case Studies

Verizon Wireless: “How Sweet the Sound” Print - Series Audio: “Something Different”

Problem Goal Approach

VZW seen as elite brand in African-American market. Increase brand affinity. Align the brand with something that holds a unique and important space with African-Americans – Gospel. VZW facilitated an opportunity for choirs to perform and compete. “How Sweet the Sound” involved 11 cities, 83 choirs representing 119,000 congregation members and more than $800,000 in awards. It created a platform where the target could share, support and socialize. There was no heavy sales push, just a focus on building a relationship and positive associations with the brand.

“How Sweet the Sound” Video

Results

14% increase in VZW sales in markets where the program was implemented.


Case Studies

Verizon Wireless: “How Sweet the Sound” Print - Series Audio: “Something Different”

Problem Goal Approach

Video

Results

View Creative Samples Click Here

Increase brand affinity. Align the brand with something that holds a unique and important space with African-Americans – Gospel. VZW facilitated an opportunity for choirs to perform and compete. “How Sweet the Sound” involved 11 cities, 83 choirs representing 119,000 congregation members and more than $800,000 in awards. It created a platform where the target could share, support and socialize. There was no heavy sales push, just a focus on building a relationship and positive associations with the brand.

“How Seet the Sound”

GH Creative

VZW seen as elite brand in African-American market.

14% increase in VZW sales in markets where the program was implemented.


Case Studies

U.S. Navy: “The Anchor” Problem Goal Approach Print Ads

Video

Creative Results

African-American U.S. Navy Officer recruitment goal has never been met. Gain 392 new African-American Officer applicants and 2000 leads for U.S. Navy Officer programs. 1. Position U.S. Navy as one of the best ways to achieve personal goals by showing real stories of current and past officers. 2. Adopt a 360 campaign to reach targets where they congregate. “The Anchor: The Navy Landed Us Here.” • 3108 leads were generated, exceeding U.S. Navy’s goal by 55%. • Navy made its GOF MISSION goal for the first time in its history.

GH Creative View Creative Samples Click Here


Case Studies

U.S. Navy: “The Anchor” Problem Goal Approach Print Ads

Video

Creative Results

African-American U.S. Navy Officer recruitment goal has never been met. Gain 392 new African-American Officer applicants and 2000 leads for U.S. Navy Officer programs. 1. Position U.S. Navy as one of the best ways to achieve personal goals by showing real stories of current and past officers. 2. Adopt a 360 campaign to reach targets where they congregate. “The Anchor: The Navy Landed Us Here.” • 3108 leads were generated, exceeding U.S. Navy’s goal by 55%. • Navy made its GOF MISSION goal for the first time in its history.

GH Creative View Creative Samples Click Here


Case Studies

Walmart: “Grandma’s Hands” Problem Goal Approach

Video

Results

GH Creative View Creative Samples Click Here

Negative brand perceptions among African Americans, who are crucial to the U.S. consumer economy Grow brand reputation among African Americans and increase brand perception by 20%. 1. Focus on heritage and personal history in AfricanAmerican families. Instead of using the legends of Black History, such as Martin Luther King and Jackie Robinson, the campaign identified elders as the meaningful connection to history within families. 2. 360 campaign included Black History microsite for AfricanAmerican moms to find content on family origins and roots. 3. Television spots showcased a grandmother within the context of a multigenerational family group, conveying hope and dreams for future generations. • 75% of all viewers had a more favorable view of the Walmart brand. • Significantly higher perception of Walmart than those who were not aware of advertisements. • Total advertising awareness for Black History Month for Walmart was nearly four times higher than key competitors.


Case Studies

Walmart: “Grandma’s Hands” Problem Goal Approach

Video

Results

GH Creative View Creative Samples Click Here

Negative brand perceptions among African Americans, who are crucial to the U.S. consumer economy Grow brand reputation among African Americans and increase brand perception by 20%. 1. Focus on heritage and personal history in AfricanAmerican families. Instead of using the legends of Black History, such as Martin Luther King and Jackie Robinson, the campaign identified elders as the meaningful connection to history within families. 2. 360 campaign included Black History microsite for AfricanAmerican moms to find content on family origins and roots. 3. Television spots showcased a grandmother within the context of a multigenerational family group, conveying hope and dreams for future generations. • 75% of all viewers had a more favorable view of the Walmart brand. • Significantly higher perception of Walmart than those who were not aware of advertisements. • Total advertising awareness for Black History Month for Walmart was nearly four times higher than key competitors.


Video - Subway

Case Studies

Subway: “Comer Bien”

Video - Subway

Problem Goal Approach Video - Subway

Results

Subway food is seen as bland and expensive to Hispanics. Communicate the brand’s freshness while debunking negative taste and value perceptions. 1. Tap into Hispanic cultural relationship with food and the “belly pat” as a gesture of being satiated. 2. Establish three key messaging platforms – • everyday affordability • wholesome and healthy • high quality/good taste and craveability. • Growth in unaided brand awareness of +%5 • Perceptions of affordability increased +%13 • Perceptions of wholesome increased +8 and healthy +%11 • Perception of high quality increased +%11 and craveability +%14 • Spot maintained recognition higher than the norm (61% saw the ad, 52% correctly branded it)

GH Creative View Creative Samples Click Here

• Spot communicated ‘something new’ (4 points above the overall average) and also encouraged viewers to see Subway as a ‘brand for them’ (12 points above the overall average) (Hall and Partners Tracking Study)


Video - Subway

Case Studies

Subway: “Comer Bien”

Video - Subway

Problem Goal Approach Video - Subway

Results

Subway food is seen as bland and expensive to Hispanics. Communicate the brand’s freshness while debunking negative taste and value perceptions. 1. Tap into Hispanic cultural relationship with food and the “belly pat” as a gesture of being satiated. 2. Establish three key messaging platforms – • everyday affordability • wholesome and healthy • high quality/good taste and craveability. • Growth in unaided brand awareness of +%5 • Perceptions of affordability increased +%13 • Perceptions of wholesome increased +8 and healthy +%11 • Perception of high quality increased +%11 and craveability +%14 • Spot maintained recognition higher than the norm (61% saw the ad, 52% correctly branded it)

GH Creative View Creative Samples Click Here

• Spot communicated ‘something new’ (4 points above the overall average) and also encouraged viewers to see Subway as a ‘brand for them’ (12 points above the overall average) (Hall and Partners Tracking Study)


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Brian Anderson

Executive Digital Officer, GlobalHue • Leads internal digital competency across all GlobalHue segments and disciplines

Helen Cho

Vice President, Group Account Director, GlobalHue Asian

• EVP Strategic Development and Marketing at Next IT

• Ten years of experience in a broad range of marketing initiatives, including Asian American, general market advertising and corporate global marketing. • Managed general market accounts at DGWB Advertising for Ameriquest’s Argent Mortgage, Qualcomm Wireless Business Solutions and Children’s Hospital of Orange County. • At IW Group, she led accounts such as Washington Mutual and Pacific Gas & Electric Company’s and American Legacy Foundation’s “truth” campaign for the Asian American markets.

• SVP Director Digital Strategy for McCann World Group on US Army, Microsoft, Intel and MasterCard. Awarded the second Webby of his career, the 2007 Webby for best recruitment web site for his work on US Army.

• Before joining GlobalHue, she served as Vice President and Marketing Director of Corporate Communications and provided global marketing for Diversity & Inclusion, Recruiting and Talent Management.

• President and chief operating officer of BondRewards, a privately held company that offered a revolutionary new wealth building program that made it possible for consumers to build up savings everyday while they shop, where he successfully repositioned the organization and helped lead them to sustained growth and profitability.

• Helen is an English Literature graduate of University of California, Irvine.

• Practice Director and lead executive for Stratos-Group in EMEA on digital development and practice, advising clients such as Citrix, HSBC, British Telecom, Telefonica and Microsoft. Won his second Golden Lion award for digital strategic and creative excellence on Citrix.

• President of the loyalty/CRM division of 24/7 Media where he gained industry notoriety for pioneering breakthroughs in CRM developments while overlaying loyalty methodologies to successfully position TFSM as a worldwide leader in loyalty/CRM marketing. Oversaw the growth of the division on a global basis, marketing the products in Europe and Asia as well as the US markets.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Brian Anderson

Executive Digital Officer, GlobalHue • Leads internal digital competency across all GlobalHue segments and disciplines

Helen Cho

Vice President, Group Account Director, GlobalHue Asian

• EVP Strategic Development and Marketing at Next IT

• Ten years of experience in a broad range of marketing initiatives, including Asian American, general market advertising and corporate global marketing. • Managed general market accounts at DGWB Advertising for Ameriquest’s Argent Mortgage, Qualcomm Wireless Business Solutions and Children’s Hospital of Orange County. • At IW Group, she led accounts such as Washington Mutual and Pacific Gas & Electric Company’s and American Legacy Foundation’s “truth” campaign for the Asian American markets.

• SVP Director Digital Strategy for McCann World Group on US Army, Microsoft, Intel and MasterCard. Awarded the second Webby of his career, the 2007 Webby for best recruitment web site for his work on US Army.

• Before joining GlobalHue, she served as Vice President and Marketing Director of Corporate Communications and provided global marketing for Diversity & Inclusion, Recruiting and Talent Management.

• President and chief operating officer of BondRewards, a privately held company that offered a revolutionary new wealth building program that made it possible for consumers to build up savings everyday while they shop, where he successfully repositioned the organization and helped lead them to sustained growth and profitability.

• Helen is an English Literature graduate of University of California, Irvine.

• Practice Director and lead executive for Stratos-Group in EMEA on digital development and practice, advising clients such as Citrix, HSBC, British Telecom, Telefonica and Microsoft. Won his second Golden Lion award for digital strategic and creative excellence on Citrix.

• President of the loyalty/CRM division of 24/7 Media where he gained industry notoriety for pioneering breakthroughs in CRM developments while overlaying loyalty methodologies to successfully position TFSM as a worldwide leader in loyalty/CRM marketing. Oversaw the growth of the division on a global basis, marketing the products in Europe and Asia as well as the US markets.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Vida Cornelious

Vice President, Group Creative Director, GlobalHueAfricanic • Leads creative strategy and development across client roster with particular focus on U.S. Navy, Verizon Wireless, Walmart and Chrysler Group. • 14 years of experience in multicultural and general market advertising working with top brands including Coca-Cola Classic, Sprite, Sears, Motorola, Nynex, Mobil and Verizon Wireless. • 8 years at DDB Chicago as Vice President, Creative Director, contributing to some of the agency’s most notable wins and campaigns, including AnheuserBusch, McDonald’s Corporation, Dell Computer Corporation and Qwest Communication. • Associate Creative Director, Burrell Communications Group, Chicago. • Recognized and awarded by the Cannes International Advertising Festival, Chicago Creative Club, London International Awards, Effies, the AdColor Industry Coalition. Named one of the “Women to Watch” in 2009 by Advertising Age. • Received a B.A. from Hampton University and an M.A. in advertising from the University of Illinois.

Ozioma Egwuonwu

Vice President, Director of Cultural Strategy • Charged with shepherding the overall strategic direction of brands across the NY and Detroit offices for GlobalHue Africanic • Has solved complex production, strategic and creative problems for Proctor and Gamble, JC Penney, General Mills, MGM Grand Casinos,Verizon Telecom, Walmart, Weight Watchers, and Wendy’s for mass and targeted audiences. • Strategic consultant on multicultural marketing for the Uniworld Groupe, on brands as Royal Caribbean Cruise Lines, Colgate Palmolive, Time Warner Cable and Burger King. • Lead strategist as VP, Senior Strategic Planner at McCann Erickson for Weight Watchers Meeting and Online Business. • Began her professional career in advertising at Saatchi & Saatchi, NY after a career in independent film Production. During her long tenure there, she oversaw strategy for the General Mills Yoplait Kids portfolio, as well as led key strategic initiatives for the launch of JC Penny Everyday Matters Campaign. While at Saatchi, Ms. Egwuonwu also served as lead strategist on various projects for Saatchi’s Youth Connection Consumer Insights division. • Holds two Master’s degrees–one in TV, Radio, Media Programming, Management and Development, and the other in English/Communications Theory ‹and is a published author for various publications including Mosaic Literary Review and Uptown.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Vida Cornelious

Vice President, Group Creative Director, GlobalHueAfricanic • Leads creative strategy and development across client roster with particular focus on U.S. Navy, Verizon Wireless, Walmart and Chrysler Group. • 14 years of experience in multicultural and general market advertising working with top brands including Coca-Cola Classic, Sprite, Sears, Motorola, Nynex, Mobil and Verizon Wireless. • 8 years at DDB Chicago as Vice President, Creative Director, contributing to some of the agency’s most notable wins and campaigns, including AnheuserBusch, McDonald’s Corporation, Dell Computer Corporation and Qwest Communication. • Associate Creative Director, Burrell Communications Group, Chicago. • Recognized and awarded by the Cannes International Advertising Festival, Chicago Creative Club, London International Awards, Effies, the AdColor Industry Coalition. Named one of the “Women to Watch” in 2009 by Advertising Age. • Received a B.A. from Hampton University and an M.A. in advertising from the University of Illinois.

Ozioma Egwuonwu

Vice President, Director of Cultural Strategy • Charged with shepherding the overall strategic direction of brands across the NY and Detroit offices for GlobalHue Africanic • Has solved complex production, strategic and creative problems for Proctor and Gamble, JC Penney, General Mills, MGM Grand Casinos,Verizon Telecom, Walmart, Weight Watchers, and Wendy’s for mass and targeted audiences. • Strategic consultant on multicultural marketing for the Uniworld Groupe, on brands as Royal Caribbean Cruise Lines, Colgate Palmolive, Time Warner Cable and Burger King. • Lead strategist as VP, Senior Strategic Planner at McCann Erickson for Weight Watchers Meeting and Online Business. • Began her professional career in advertising at Saatchi & Saatchi, NY after a career in independent film Production. During her long tenure there, she oversaw strategy for the General Mills Yoplait Kids portfolio, as well as led key strategic initiatives for the launch of JC Penny Everyday Matters Campaign. While at Saatchi, Ms. Egwuonwu also served as lead strategist on various projects for Saatchi’s Youth Connection Consumer Insights division. • Holds two Master’s degrees–one in TV, Radio, Media Programming, Management and Development, and the other in English/Communications Theory ‹and is a published author for various publications including Mosaic Literary Review and Uptown.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Robert Fitzgerald

Executive Vice President - Media Director at GlobalHue • Leads the development of new strategies and techniques for reaching GlobalHue targets, as well as building media and communication strategies that integrate marketing, digital strategies, branded content, emerging media and other innovative communication platforms. • 20-year industry veteran working in the United States, United Kingdom, Poland, Japan and China. • Head of Strategy, Planning and Insight at the Initiative agency, where he successfully transformed the agency into an industry-leading integrated media, marketing and digital company.

Jimmy Hernandez

Vice President, Strategic Planning Director, GlobalHue Latino • 20 years of international and US advertising experience, establishing communication and positioning strategies across a wide array of categories and brands including Colgate, Buitoni, Ikea, Bimbo, Nestle, General Motors, Unilever, Hewlett-Packard, Mastercard, Heineken, The Home Depot, Wendy's, Johnson & Johnson, Wyeth and Mercedes-Benz. • Strategic Planning Director, Delvico Bates in Madrid, Spain. Led the most successful market launch ever at the time for Ikea, and created the launch strategy for the Mercedes-Benz S Class first-ever global launch outside of Germany.

• Regional Communication Strategy Director, IPG, Tokyo, serving as the lead on the Initiative/Unilever relationship across all Asian Pacific markets. He also worked with Zenith Media and OMD, both in China, as well as Lowe HowardSpink & CIA in the United Kingdom.

• Member of the Mercedes-Benz lead strategic team (COC) in Stuttgart, in charge of developing global communication platforms for the Brand

• In his two decades in the advertising field, Fitzgerald has provided creative expertise, direction and strategy to several international brands including Coca-Cola, Nestle, Hyundai, Kia, Dr. Pepper/7 Up and McDonalds.

• Vice President and Strategic Planning Director at The Vidal Partnership.

• He speaks several languages, including Polish, Chinese and Japanese and has created advertising in all three languages. • Robert received his Bachelors Degree in Politics & Economics from Bath University. Also Global Management, INSEAD Business School, France.

• Founder and CEO of brand consultancy, Lighthouse Branding • Vice President, Strategic Planning Director at McCann Worldgroup in Mexico • Jimmy received his B.A. in international business at American University, Washington, D.C.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Robert Fitzgerald

EVP, Communication Planning Director, GlobalHue • As Executive Vice President - Media Director at GlobalHue, Fitzgerald leads the development of new strategies and techniques for reaching GlobalHue targets, as well as building media and communication strategies that integrate marketing, digital strategies, branded content, emerging media and other innovative communication platforms.Fitzgerald's diverse back ground makes him particularly well suited to build a creative environment that blends traditional and new multi-media platforms seamlessly. • Fitzgerald, a 20-year international, industry veteran, joins GlobalHue from Initiative after working in the United Kingdom, Poland, Japan and China.His first foray in the United States was in 2006 where he was Head of Strategy, Planning and Insight at the Initiative agency.While there, he successfully transformed the agency into an industry-leading integrated media, marketing and digital company. • Prior to that, he worked at IPG in Tokyo as the Regional Communication Strategy Director, serving as the lead on the Initiative/Unilever relationship across all Asian Pacific markets. He also worked with Zenith Media and OMD, both in China, as well as Lowe Howard-Spink & CIA in the United Kingdom. In his two decades in the advertising field, Fitzgerald has provided creative expertise, direction and strategy to several international brands including Coca-Cola, Nestle, Hyundai, Kia, Dr. Pepper/7 Up and McDonalds. He speaks several languages, including Polish, Chinese and Japanese and has created advertising in all three languages.

Jimmy Hernandez

Vice President, Strategic Planning Director, GlobalHue Latino • 20 years of international and US advertising experience, establishing communication and positioning strategies across a wide array of categories and brands including Colgate, Buitoni, Ikea, Bimbo, Nestle, General Motors, Unilever, Hewlett-Packard, Mastercard, Heineken, The Home Depot, Wendy's, Johnson & Johnson, Wyeth and Mercedes-Benz. • Strategic Planning Director, Delvico Bates in Madrid, Spain. Led the most successful market launch ever at the time for Ikea, and created the launch strategy for the Mercedes-Benz S Class first-ever global launch outside of Germany. • Member of the Mercedes-Benz lead strategic team (COC) in Stuttgart, in charge of developing global communication platforms for the Brand • Founder and CEO of brand consultancy, Lighthouse Branding • Vice President, Strategic Planning Director at McCann Worldgroup in Mexico • Vice President and Strategic Planning Director at The Vidal Partnership. • Jimmy received his B.A. in international business at American University, Washington, D.C.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Gustavo Razzetti

President, GlobalHue Latino • Extensive experience in marketing to the US Hispanic, Latin American and Puerto Rican markets with top consumer brands that include DIRECTTV, Sprint (DM), sanofi-aventis, Walgreens and Chivas Regal, General Motors, Coca-Cola, L’Oreal, Cadbury Schweppes, 20th Century Fox and CompuUSA. • CEO of EURO RSCG Latino. • Helped create Euro RSCG Buenos Aires and served as President & CEO. By 2003, he had achieved a growth rate of 159%, adding marquee clients such as General Motors, BBVA Bank, Blockbuster, Telephone 2, La Nacion Magazine Group and HSM Group. • CEO and founding partner of WhyNet, the number one interactive agency in Argentina, acquired by Euro RSCG in 2001. • EVP Account Management and Strategic Planning, New Business, McCannErickson. At two separate agencies - McCann Erickson and Bozell – he elevated the agencies to the #1 slot in the local market, based on billings, up from the #9 and #18 positions, respectively. • Awards and recognitions: Gran Premix AMBA (Argentinean Banking Marketing Association), Euro RSCG’s Creative Business Idea Award (2001) for Golosinas Billiken, Strategic Planning Director of the Year (1998) and HK McCann Award (1997) both McCann Erickson. Many of the campaigns in which he participated won Clio, New York Festival, London, FIAP awards among others. • Bachelors of Science degree in Advertising and Marketing from the Universidad de Ciencas y Estudios Sociales. He has participated in the Agency Management Seminar and Leadership & Development Program at Columbia University in New York.

Najoh Tita-Reid

Senior Vice President, Group Account Director • Executive Africanic leadership for the New York office and Account Management for Verizon Telecom across all multicultural segments. • Associate Marketing Director of Multi-Cultural Marketing at Procter & Gamble, where she spent fifteen years and was responsible for African American marketing, cross-category multicultural marketing strategy for African American and US Hispanic consumers, and multicultural marketing capability for the P&G marketing function. She developed the breakthrough “My Black Is Beautiful” campaign for Procter & Gamble. • Prior to multicultural marketing, Tita-Reid managed the general market marketing strategy and P&L for several billion-dollar brands in Procter & Gamble’s portfolio including Always, Tampax, Luvs, and Global Pampers. • Recognized by Advertising Age as one of the “10 Who Made Their Mark In 2007” and has received several awards including the 2008 Mosaic Multicultural Campaign of the Year Award. • Received a B.A. from Spelman College in 1994 and an M.B.A. from Duke University.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Gustavo Razzetti

President, GlobalHue Latino • Extensive experience in marketing to the US Hispanic, Latin American and Puerto Rican markets with top consumer brands that include DIRECTTV, Sprint (DM), sanofi-aventis, Walgreens and Chivas Regal, General Motors, Coca-Cola, L’Oreal, Cadbury Schweppes, 20th Century Fox and CompuUSA. • CEO of EURO RSCG Latino. • Helped create Euro RSCG Buenos Aires and served as President & CEO. By 2003, he had achieved a growth rate of 159%, adding marquee clients such as General Motors, BBVA Bank, Blockbuster, Telephone 2, La Nacion Magazine Group and HSM Group. • CEO and founding partner of WhyNet, the number one interactive agency in Argentina, acquired by Euro RSCG in 2001. • EVP Account Management and Strategic Planning, New Business, McCannErickson. At two separate agencies - McCann Erickson and Bozell – he elevated the agencies to the #1 slot in the local market, based on billings, up from the #9 and #18 positions, respectively. • Awards and recognitions: Gran Premix AMBA (Argentinean Banking Marketing Association), Euro RSCG’s Creative Business Idea Award (2001) for Golosinas Billiken, Strategic Planning Director of the Year (1998) and HK McCann Award (1997) both McCann Erickson. Many of the campaigns in which he participated won Clio, New York Festival, London, FIAP awards among others. • Bachelors of Science degree in Advertising and Marketing from the Universidad de Ciencas y Estudios Sociales. He has participated in the Agency Management Seminar and Leadership & Development Program at Columbia University in New York.

Najoh Tita-Reid

Senior Vice President, Group Account Director • Executive Africanic leadership for the New York office and Account Management for Verizon Telecom across all multicultural segments. • Associate Marketing Director of Multi-Cultural Marketing at Procter & Gamble, where she spent fifteen years and was responsible for African American marketing, cross-category multicultural marketing strategy for African American and US Hispanic consumers, and multicultural marketing capability for the P&G marketing function. She developed the breakthrough “My Black Is Beautiful” campaign for Procter & Gamble. • Prior to multicultural marketing, Tita-Reid managed the general market marketing strategy and P&L for several billion-dollar brands in Procter & Gamble’s portfolio including Always, Tampax, Luvs, and Global Pampers. • Recognized by Advertising Age as one of the “10 Who Made Their Mark In 2007” and has received several awards including the 2008 Mosaic Multicultural Campaign of the Year Award. • Received a B.A. from Spelman College in 1994 and an M.B.A. from Duke University.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Diego Yurkievich

SVP Executive Creative Director, GlobalHue Latino • Leads creative strategy and development across GlobalHue Latino client roster. • Has 15 years of international and award winning industry expertise on three continents. • Diego’s former clients include Avis, Rip Curl, Clarin Group, Vaja Cases, Audi Europe, Nike National, Nike Eastern Europe, Nike Latinamerica, Powerbar, Coca Diet, Forte 1000, Old Navy, Honda, Freshpark, Vodafone, Western Union, La Costeña, and Tuyo Mobile. • Agencies he has worked as a Creative Director include Concept Café, Miami; Kaspen, Prague; Tandem DDB, Barcelona; Wieden + Kennedy, Portland; and Grey Advertising, Buenos Aires. • Director of the Miami Ad School Teacher in Residence at the Miami Ad School then stayed as teacher for a year before transferring to its San Francisco location. • Worked in Buenos Aires for Grey Advertising on local brands. • His works have been acclaimed “Best Print Advertisement” and won the gold FIAP (Festival Iberoamericano de la Publicidad) for Forte1000, the Lion at the Cannes Festival for Best Use of Media, as well as additional rankings as best at the FIAP, and finalist in the London International Advertising Awards. Diego was also honored with the Viewer’s Choice win at the Sundance Independent Film Festival for his short film “Miguel” which he wrote, co-directed, and produced. It was shown during the festival 7 times. • Diego’s work life has been unconventional and creative including teaching in an elementary multicultural school in Eugene, Oregon; running a shelter for homeless Latinos and Vietnam Vets in Eugene; working as a commercial photographer in Ibiza, Spain for Black and White Studios. • He received his Bachelors Degree in Advertising and degree in Mass Media Communication Analysis from the University of Salvador, in Buenos Aires, Argentina.


Biographies

B ro a d e n e d E x e c t u t i v e M a n a g e m e n t Te a m

Diego Yurkievich

SVP Executive Creative Director, GlobalHue Latino • Leads creative strategy and development across GlobalHue Latino client roster. • Has 15 years of international and award winning industry expertise on three continents. • Diego’s former clients include Avis, Rip Curl, Clarin Group, Vaja Cases, Audi Europe, Nike National, Nike Eastern Europe, Nike Latinamerica, Powerbar, Coca Diet, Forte 1000, Old Navy, Honda, Freshpark, Vodafone, Western Union, La Costeña, and Tuyo Mobile. • Agencies he has worked as a Creative Director include Concept Café, Miami; Kaspen, Prague; Tandem DDB, Barcelona; Wieden + Kennedy, Portland; and Grey Advertising, Buenos Aires. • Director of the Miami Ad School Teacher in Residence at the Miami Ad School then stayed as teacher for a year before transferring to its San Francisco location. • Worked in Buenos Aires for Grey Advertising on local brands. • His works have been acclaimed “Best Print Advertisement” and won the gold FIAP (Festival Iberoamericano de la Publicidad) for Forte1000, the Lion at the Cannes Festival for Best Use of Media, as well as additional rankings as best at the FIAP, and finalist in the London International Advertising Awards. Diego was also honored with the Viewer’s Choice win at the Sundance Independent Film Festival for his short film “Miguel” which he wrote, co-directed, and produced. It was shown during the festival 7 times. • Diego’s work life has been unconventional and creative including teaching in an elementary multicultural school in Eugene, Oregon; running a shelter for homeless Latinos and Vietnam Vets in Eugene; working as a commercial photographer in Ibiza, Spain for Black and White Studios. • He received his Bachelors Degree in Advertising and degree in Mass Media Communication Analysis from the University of Salvador, in Buenos Aires, Argentina.


Adver tising Age

Submission

Multicultu Multicultural Agency2009 Age of the Year


GlobalHue Creative Submission