GroupM Consolidates Multicultural Insight Services

WPP's media investment management group GroupM has expanded its line-up of multicultural insights services and brought them together in one until called GroupM Multicultural, led by Hispanic media specialist Gonzalo Del Fa.

As part of this expansion, the multicultural units at Maxus, MEC, MediaCom and Mindshare will be adding staff and announcing new insight tools for the multicultural market.

The latter include proprietary multi-cultural segmentation model Nuevo American; Optima, which offers a platform through which to optimize brand budget across different multicultural audiences; single-source data platform Precision, which combines audience viewing behavior with purchase data; and Total Reach, which estimates total plan reach from general market media to Hispanic audiences.

Del Fa (pictured) previously served as MD of MEC Bravo, the Hispanic media specialist division of GroupM agency MEC, prior to which he was MD of MEC Argentina. Earlier, he worked for Editorial Televisa as Publisher in its New York Office, and was the Marketing and Sales Manager at Hachette Filipacchi Agea.

The heads of the GroupM agencies' multicultural teams will now report to Del Fa, as well as to their agency leaders.

GroupM North America CEO Kelly Clark explains: 'The multicultural consumer market is already significant to most marketers, and that's why we're taking major steps to increase our resources and expertise in this crucial area. This is an across-the-board commitment to elevate our multicultural offering, with Gonzalo spearheading our efforts.'

Web site: www.groupm.com .