MERCADEO Versión en español
Walter Boza From Rest Of The World: Multiculturalism Is Good For Business And The Country
Manuela Walfenzao| 1 de agosto de 2017
Boza: Queremos ser el nuevo referente de la publicidad multicultural en EE UU
The independent Hispanic agency, Rest of the World, recently added Walter Boza to its team as Managing Director. “I am passionate about the idea of being part of a small agency, focused on the Hispanic market but with a perspective based on respect and the acknowledgment of diversity, not as a statement, but recognizing that diversity is part of what the U.S. is” said Boza, who left FCB after 17 years of a successful career. “We believe in a multicultural U.S.; the coolest place on earth and we do pieces that celebrate its beauty, its chaos and its drama. We think multiculturalism is good for business and for the country” says the vision of the new company. “Advertising has a commitment with culture, and we want to do advertising that inspires people” added Boza. According to the executive, the big task they currently face is to come forward as an agency that speaks differently to Latino consumers. “Our challenge is to be able to transcend the stereotypes of conversations on diversity and generate messages that impact culture thru brands that want to approach this segment. We want to be the new referral of multicultural advertising in the U.S. From the operational point of view, we are consolidating the team and looking for new businesses” he explained. “Rest of the World is not only independent, it is a startup where everything is yet to be designed, it offers great flexibility and freedom. We are creating a vision, a point of view and I think there is no way this vision can be materialized in the corporate world.”
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