Osborne to head African American efforts for new Totality agency
10, 2011) Havas announced that it is launching Totality, a
multicultural-marketing agency devoted to representing the nation's ethnic
and niche consumers, including the Hispanic, African-American and LGBT
communities. The integrated agency will offer a full range of creative and
strategic communications services, including media planning and buying.
Leading the agency will be CEO Leo Olper and Chief Creative Officer
Mauricio Galvan, who together ran Euro RSCG Latino. Olper and Galvan will
report to Andrew Benett, Global Chief Strategy Officer of Havas Worldwide
and Global CEO of Arnold Worldwide. Olper and Galvan have tapped Reginald
Osborne to spearhead African-American and LGBT initiatives for
Totality. Osborne holds the dual role of SVP, Director of Multicultural
Marketing at Arnold, where he leads multicultural efforts for McDonald's.
Totality will partner with agencies in the Havas network, including Arnold
Worldwide, Euro RSCG and MPG, as well as procure its own clients.
Subsequently, all multicultural offerings in the network, such as Euro
RSCG Latino and MPG Diversity, will work together to create one integrated
offering for multicultural clients. Totality currently works on
assignments and projects for GlaxoSmithKline Consumer Healthcare brand,
Scott's Emulsion, Chivas Latin America and Reckitt Benckiser's Veet, among
David Jones, CEO Havas, commented: "This move further demonstrates our
will to launch start-ups in fast-growing sectors."
The creation of Totality follows the opening of Arnold in Shanghai, the
launch of BETC London, Camp & King in San Francisco and Socialistic, the
New York based social media agency.
"The demographic make-up of America has changed so quickly and drastically
in the last decade that it has become essential for brands to understand
the differences and similarities between cultures. In Totality, we've
created a strategic offering that will help brands navigate this space and
foster deeper connections with the 'new mainstream,'" said Benett.
"Mauricio and Leo have successfully led Euro RSCG Latino over the past
year, so they were the natural choice to lead Totality. They have deep
knowledge in multicultural marketing, a strong vision for growing the
agency and a great team of experts already in place."
"Ethnic groups have already become the majority in numerous cities across
the U.S., and marketers want agencies that can offer a synergistic
approach to reaching both the general market and the growing ethnic
populations," said Olper. "Having in-house expertise across different
multicultural groups enables us to work hand-in-hand with the Havas family
of agencies to offer clients a common voice for their marketing
Galvan added, "Right now is a really exciting time to be in the
multicultural marketing space. We are literally changing the conversation
between brands and consumers in important ways that reflect the changes
already taking place in society. From a creative perspective, there's so
much that hasn't been done yet, and it's exciting to be at the forefront."
Havas is a global advertising and communications services group.
Headquartered in Paris, Havas operates through its two Business Units,
Havas Worldwide and Havas Media, in order to optimize synergies and
further reinforce Havas's position as the most integrated of all of the
major holding companies. Havas Worldwide incorporates the Euro RSCG
Worldwide network as well as agencies with strong local identities: Arnold
in the USA and the UK, H and W&Cie in France. Havas Media incorporates the
MPG, Arena Media, Havas Sports & Entertainment and Havas Digital networks.
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