It is a little known fact, even amongst Guatemalans in the Hispanic Marketing Industry, that Mediabrands’ new managing director of Hispanic operations, Rick Marroquín, is of Guatemalan descent. This my friends, makes this Guatemalan feel darn proud; please bare with me those among you who are monolingual, while I scream, “¡QUE VIVA CHAPINLANDIA!”
Earlier today, I had a laid back and very interesting conversation with Rick, about his new position and how he foresees its evolution.
Here’s a summary of what we discussed… I’m paraphrasing, since we had most of the conversation in Spanish (Did I told you Rick is fully bilingual?).
Rick’s marching orders are to find innovative ways to reach out to multicultural audiences, starting with Hispanics; he has to look for "never before seen in the market" ways to connect with the Latino consumer. The relationship between media and its consumers has evolved into a two way conversation; Hispanic media has to adapt to the idea that a dialogue must be created between brands and the consumer; currently there are only a few doing it right.
As far as the different companies under the Mediabrands umbrella, Rick explained that they are as diverse as they come; from those extremely traditional and who would think twice before taking a risk to those who were conceived as risk-prone, innovative entities.
Almost everyone who’s taking with Marroquín these days does not fail to ask him which clients he will start with. The short answer is that there are no clients; he has to win new clients one by one. He must convince them that through this new opportunity they will be able to add value to their brands and make them grow within the Hispanic market. First he will talk with Mediabrands’ clients who already posses a Latino ad budget, who are already working with the Hispanic market, and look for ways to help them achieve even better results. Among Mediabrands’ companies who are already doing some Latino work are Initiative (Hyundai-Kia, Carl’s Jr., Dr. Pepper, and Lionsgate Pictures) and Universal McCann (J&J, Microsoft, and the Army).
As to how many persons are in his team, Rick gallantly explains that he is employee Numero Uno, he’s in charge of everything, from managing director’s duties to taking out the trash :-). Wisely, he has a plan to grow organically depending on the income he is able to generate.
As for a name for Mediabrands’ Hispanic Operations, it is still too early in the game; Marroquín is currently writing their business plan. (I have a couple of ideas Rick… let’s talk!)
As far as the different companies under the Mediabrands umbrella, Rick explained that they are as diverse as they come; from those extremely traditional and who would think twice before taking a risk to those who were conceived as risk-prone, innovative entities.
Almost everyone who’s taking with Marroquín these days does not fail to ask him which clients he will start with. The short answer is that there are no clients; he has to win new clients one by one. He must convince them that through this new opportunity they will be able to add value to their brands and make them grow within the Hispanic market. First he will talk with Mediabrands’ clients who already posses a Latino ad budget, who are already working with the Hispanic market, and look for ways to help them achieve even better results. Among Mediabrands’ companies who are already doing some Latino work are Initiative (Hyundai-Kia, Carl’s Jr., Dr. Pepper, and Lionsgate Pictures) and Universal McCann (J&J, Microsoft, and the Army).
As to how many persons are in his team, Rick gallantly explains that he is employee Numero Uno, he’s in charge of everything, from managing director’s duties to taking out the trash :-). Wisely, he has a plan to grow organically depending on the income he is able to generate.
As for a name for Mediabrands’ Hispanic Operations, it is still too early in the game; Marroquín is currently writing their business plan. (I have a couple of ideas Rick… let’s talk!)
Have I already told you that Rick is of Guatemalan descent? Thought so…
Great post, Juan (as always). Happy you found a compatriot in the industry, it is always a great feeling. Wishing him success, and hoping he utilizes your extensive knowledge to achieve that success.
It's a new day.
Posted by: Harold Cabezas | February 12, 2009 at 08:43 AM