GroupM is expanding its lineup of multicultural media services under the auspices of a newly established unit called GroupM Multicultural. The announcement was made by GroupM North America CEO Kelly Clark, who said the new division would be led by Gonzalo Del Fa, an experienced, multicultural media agency executive who is currently Managing Director of MEC Bravo, the Hispanic media specialist division at GroupM agency MEC. Del Fa begins his new role immediately. The heads of the GroupM agencies’ multicultural teams will report to him as well as to their agency leaders.
“Our agencies already offer a wide range of multicultural services, and have done so for some time. But the time has come to raise the stakes,” Clark said. “The multicultural consumer market is already significant to most marketers. It will become even more important in the next few years, and that’s why we’re taking major steps to increase our resources and expertise in this crucial area.”
As part of this expansion, the multicultural units at Maxus, MEC, MediaCom and Mindshare will be adding staff and increasing services to clients through new insights and tools for the multicultural market. The goal is to provide clients with a more relevant, informative and trustworthy point of view of all multicultural markets and audiences across the US, resulting in tailored communications strategies based on in-depth knowledge of consumers.
New and improved services will include the following:
· Nuevo American: A proprietary multi-cultural segmentation model that goes beyond traditional dynamics – such as language spoken or level of acculturation – to include predictive factors, such as attitudes and behaviors.
· Optima: A proprietary platform that optimizes a total brand budget across General Market and the different multicultural audiences, based on factors such as audience size, share of sales, media influence, brand awareness and usage and others. The tool’s open architecture allows for many factors to be considered simultaneously.
· Total Reach: A tool that estimates total plan reach, by accounting for “spill” from general market media to Hispanic audiences. The tool maximizes total impact, while driving efficiencies across all communication platforms.
· Precision: A proprietary single-source data platform that combines audience-viewing behavior with purchase data to assess the impact of media on multi-cultural purchase activity. The platform takes into account variables such as penetration, purchase frequency and purchase size per trip.
Del Fa first joined GroupM in 2003 as Managing Director of MEC Argentina. In 2006, he moved to New York to launch MEC Bravo. Prior to joining GroupM, he worked for Editorial Televisa as Publisher of its New York office. Previously, he was the Marketing and Sales Manager of Hachette Filipacchi Agea, the largest multimedia conglomerate in Argentina. He began his career at American Express Argentina, rising to the position of Marketing and Sales Manager after five years in the company.