Alarcón Cassity to lead Draftfcb Multicultural in the West Coast.

Draftfcb announced that it has further strengthened its multicultural practice with the hiring of SVP, Group Management Director Yolanda Alarcón Cassity to lead the multicultural efforts in the agency‚s West Coast offices. Based in Orange County, in this new role Cassity will lead account management on a variety of clients, working closely with Chicago’s cross-cultural experts to continue to build Draftfcb North America‚s multicultural offering and capabilities.

“Yolanda‚s expertise and solid relationships are a testament to her outstanding reputation and enthusiasm, not only in the multicultural space, but also in the industry at large,” said Draftfcb North America President Mark Modesto. “We‚re thrilled she‚s chosen to join our network and look forward to her making a positive impact on our agency and on our clients‚ brands.”

Cassity joins Draftfcb Orange County from Dallas-based agency Dieste, where she led the account management division and provided strategic leadership across an array of categories and accounts.

“Draftfcb is really defining itself in the marketplace by leading with multicultural insights and I’m thrilled to be a part of this offering,” says Cassity, “I truly believe Draftfcb‚s cross-cultural model will be the future of total brand integration.”