Zuno to lead Confianza.

GolinHarris announced the appointment of Zandra Zuno, senior vice president, to full-time leader of Confianza, the agency’s national Hispanic and multicultural marketing public relations practice. In this role, Zuno abdicates her responsibilities as the agency’s marketing director to dedicate her time exclusively to the growth of the practice. Zuno will be responsible for providing strategic counsel to clients; overseeing a team of specialist across its U.S. offices; and leading new business development efforts. Zuno is located in Chicago and reports to Gary Rudnick, Midwest managing director.

“The opportunities for our clients are enormous and we are committed to growing our Hispanic marketing practice,” said Rudnick. “Zandra’s experience working with clients in the U.S. General, U.S. Hispanic and Latin American marketplaces offers our clients comprehensive insights and strategic counsel to more aggressively target the emergent U.S. Hispanic market.”

“The Hispanic community is rapidly growing, diverse, has increasing disposable income and is an early adopter of new technologies. Confianza is built upon an approach to Hispanic marketing that goes beyond a one-size-fits-all model and focuses on making a relevant connection with the Latino consumer. Building brand loyalty among Hispanics is key, and public relations is an important tool for driving brand preference among these consumers,” said Zuno.

Prior to assuming her role as full-time practice leader, Zuno split her time between Confianza and as the agency’s marketing director. Her accomplishments as marketing director include the implementation and transition of the new GolinHarris brand identity across its 30 global offices, and most recently, the launch of Get Real, the agency’s latest thought leadership on authenticity. She also played critical role in the agency’s 50th anniversary initiatives with the development of a communications campaign focused both on the legacy and the future of public relations.