GlobalHue Adds to Executive Ranks

Alvaro Cabrera and Rocio Fernandez to strengthen strategic planning and creative services

Jun 22, 2010, 11:54 ET from GlobalHue

SOUTHFIELD, Mich., June 22 /PRNewswire/ -- GlobalHue, the nation's largest multicultural advertising agency, announced today that two industry leaders in planning, business development and integrated marketing will join the agency in new executive positions.  

(Photo: )

(Photo: )

Alvaro Cabrera will join as Executive Director of Ideation for GlobalHue with primary responsibility for development of Next, a new GlobalHue division focused on brand cultural strategy and ideation. In addition, Cabrera will also leverage his diverse expertise in digital, direct and BTL marketing on GlobalHue's Creative, Interactive, Promotions and Media Leadership to drive fully integrated communications efforts.

Rocio Fernandez will join as Executive Strategy Officer to lead GlobalHue's integrated Planning, Insights, Research and Analytics disciplines across all divisions. She will also play a leadership role in the development of Next in conjunction with Cabrera.

"Serving the multicultural and total market of the new America at this time of rapid cultural change offers GlobalHue exciting challenges and opportunities," said Don Coleman, GlobalHue CEO. "To address these changes on behalf of our clients while maintaining our commitment to excellence we continue to invest in extraordinary talent and expertise."

Cabrera joins GlobalHue from Dieste, where he served as Executive Director of Interception and agency lead on key clients, including AT&T, Pepsi, Hewlett-Packard, Levi's and Heineken, his work being recognized by the industry (ECHO, AAF, Addy, New York Festival). His experience includes tenure as Alternative Advertising Manager and member of Executive Board at Contrapunto -- BBDO, a period in which the agency's non-traditional advertising revenues increased by 500 per cent with accounts such as Google, Groupama Insurance, Clickair and Lloyds TSB.  Award recognition for his campaigns has included Cannes Lion, FIAP, El Sol, Effie and El Ojo. Earlier, at CP Proximity - BBDO, he was the agency lead on Chrysler-Jeep (GlobalHue today is Chrysler Jeep's Agency of Record).  While at CP Proximity - BBDO, he developed fully integrated campaigns in advertising, sales promotion, events, CRM and interactive marketing, efforts that resulted in a 300 percent increase in revenue and numerous awards, including his first Cannes Lion, ECHO, Caples, Iman and Eurobest.

Fernandez was most recently the Executive Director of Strategic Planning at Dieste, where she renovated the agency's planning discipline and led the development of new strategic approaches beyond ethnic-centric advertising.  A prior position was Vice President, Strategic Planning Director at Casanova Pendrill where her new business efforts led to winning the agency's three largest clients. Fernandez' breadth of experience includes brand development on an international scale, including Nestle, VW/Seat, Clorox, Philips and Energizer, from positions in Research and Planning for GIC Consulting in Madrid; Planning at Ogilvy in Mexico City; as lead on Strategic Planning in Mexico City for JWT; and Vice President Strategic Planning Director at DDB Mexico. She was one of 15 permanent DDB Worldwide University "Wizards" and Springboard Leaders as an international trainer and coach in strategic thinking and tools. She created Kidsite, the first marketing and communications consultancy in Mexico focused on the kids market.

Both natives of Spain, Cabrera and Fernandez will work out of GlobalHue's New York City office.

About GlobalHue

GlobalHue is a full-service marketing communications agency with total market and cultural expertise. The agency handles total market for Jeep, MGM Grand Detroit and the Bermuda Department of Tourism and for decades has been acknowledged for its multicultural advertising leadership.  Most recently GlobalHue was recognized as the "Multicultural Advertising Agency of the Decade" by Adweek. The agency has four divisions that together provide clients with a flexible approach to marketing to ethnic-specific segments and the total market: GlobalHue Africanic; GlobalHue Latino; GlobalHue Asian; and GlobalHue Next.

GlobalHue offices in Detroit (Southfield) and New York are complemented by satellite offices in other key markets. Together the agencies have more than 390 employees who handle full-service marketing, advertising, media planning and buying, digital, events and promotions, and public relations for many clients. In 2009, GlobalHue's capitalized billings were $833.7 million.  GlobalHue boasts several blue-chip clients, including Verizon, Walmart, Chrysler Group LLC, U.S. Navy, Bermuda Department of Tourism, U.S. Census Bureau, FedEx, MGM Grand Detroit and Merck.

For more information log onto:

SOURCE GlobalHue