Ketchum Vanguard Cultural Marketing Launches.

Ketchum announced the formation of Ketchum Vanguard Cultural Marketing, dedicated to helping clients succeed in reaching multicultural markets in the U.S.

Based in New York, Esther Novak, founder and president of Vanguard Communications will oversee the new unit, which includes Ketchum’s African American Markets Group, led by Betsy Helgager (Atlanta) and launched in 1998, as well as the recently established Hispanic Markets Group led by Jose Villasenor (Dallas). Ketchum Vanguard will assist clients in developing corporate marketing programs that build a positive reputation for a company’s brand and successful strategies that increase product sales and market share.

Ketchum has traditionally taken a leading edge role in providing award-winning work and expertise on the dynamics and nuances of multicultural markets. In her new role as SVP/Director of Ketchum Vanguard, Novak will build on that tradition and develop a full service capability in multicultural marketing communications.

“We intend for Ketchum Vanguard to break new ground by bringing together specialized expertise in multicultural marketing and skills in all aspects of marketing communications. Our clients will benefit from the ability to build successful integrated strategies appropriate to their brand, product and category,” said Ray Kotcher, CEO of Ketchum. “Ketchum fully recognizes diversity as a competitive business advantage.”

“We’re very excited about the prospect of serving both marketers and consumers. The recent Census results reinforce the enormous power and potential of these markets. To reach them effectively, it’s critical to know how cultural background shapes consumers’ interpretation of what they see, what they believe and how they behave. Marketers succeed when they recognize the diversity of their customers as well as the issues, trends, opinion leaders and community based organizations that influence their success,” said Esther Novak. “We look forward to helping corporations deal with the complexity of an increasingly diverse workplace and society in general.”