October 9, 2017

GroupM Exec looks to break Multicultural Marketing out of its Agency Silo.

Gonzalo Del Fa, President of GroupM Multicultural, is beating the drum for change in the marketing world.

After joining GroupM in 2003, he started the company’s first Hispanic marketing units. Now, GroupM accounts for about 45% of TV and video advertising targeting Hispanic views.

But, in his view, the time for separate and distinct multicultural units at agencies is over. Instead, Del Fa is pushing to have multicultural staffers embedded in all of the company’s account groups and making reaching multicultural audiences the responsibility of everyone who works there. It sounds like a long journey, but it’s not one that has taken more twists and turns than Del Fa’s own career.

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