MINDSHARE APPOINTS KARINA DOBARRO AS MANAGING DIRECTOR OF MULTICULTURAL MARKETING
NEW YORK—Mindshare North America announced today the hiring of Karina Dobarro to head up the company’s expanding multicultural marketing group.
Dobarro will be responsible for spearheading the development of multicultural campaigns across Mindshare’s client roster – a capability of growing importance for clients seeking to connect with an increasingly diverse North American audience. She will collaborate with the various client teams to seamlessly integrate marketing efforts targeted to specific cultures into the broader client campaigns.
She will report to Gonzalo Del Fa, President of parent company GroupM’s newly established unit, GroupM Multicultural as well as Jordan Bitterman, Mindshare’s Chief Strategy Officer. Dobarro will be based in the company’s New York headquarters..
“Multicultural marketing allows us to further customize our messages - tailoring our campaigns to the unique concerns, needs and motivations of each cultural group,” said Gonzalo Del Fa, president, GroupM Multicultural. “Karina is a huge asset to Mindshare – she is a proven leader and expert in connecting to the multicultural market.”
A long-time part of the GroupM family, Dobarro most recently served as Account Director at MEC where she developed and executed multicultural communications plans for various clients. Before that, she served as Associate Media Director at The Vidal Partnership, developing and implementing communications plans for the U.S. Hispanic market.
“I am thrilled to be joining Mindshare in this new role,” said Karina Dobarro, managing director, multicultural marketing, Mindshare. “I look forward to working with their impressive client roster and further elevating their multicultural market presence.”
A photo of Karina Dobarro is available on request.
Mindshare is a global media agency network with billings in excess of US$29.2 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.
GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.
Director, Corporate Communications