MERCADEO Versión en español
Consuelo Lyonnet of Casanova//McCann: Determined To Set Standards For Advertising In Multicultural Markets
Liz Unamo| 16 de febrero de 2022
Consuelo Lyonnet de Casanova//McCann
Consuelo Lyonnet as VP/creative director at Casanova//McCann will now have the leadership role in the pharmaceutical division, with the goal of making the agency set standards in the multicultural area based on its experience. “This is a unique time; we are finally getting noticed by big clients as they are understanding the importance of targeting audiences in-language and in-culture. The times of ‘translating’ a specific message or campaign are long gone. We are now original creators who are getting noticed for unique, relevant and meaningful work that connects and moves our audiences to the core,” Lyonnet said. Of Argentine origin, Consuelo said the tenacity of women has always inspired her, which is why joining the Casanova//McCann team came to her so naturally. “I am humbled and extremely grateful to be able to work under the leadership of Ingrid Otero-Smart – a Latina woman who believed in herself and fought against all odds to show what Latina women are capable of achieving, thanks to their resilience and internal power. She is someone I admire deeply. She is the reason why I moved to the U.S. from Buenos Aires, Argentina, back in 2001. I think Latina women are still fighting to get their voices heard and respected. And being able to work for a trailblazer like Ingrid means we can lead by example and inspire others to believe in themselves and never give up.” Over the past two years and aside from the pandemic, the pharmaceutical industry has undergone changes and now, Lyonnet warned, Big Pharma is ready to reach new audiences. “We are getting noticed. It is a very exciting time to be part of this change, and we are ready to give our best. Casanova//McCann has been focused on this industry for a few years now, and making big inroads. Hence the investment in more talent and resources. The sky is the limit!” She added that there is a great need for original ideas in the multicultural landscape, “and we are ready and eager to be the ones who connect with these audiences. Our ‘passion’ and ‘pride’ for everything we do is our signature strategy. And this is the perfect time to show what we can do.” One challenge facing the industry, Lyonnet said, is the need to eliminate belief in the mythical value of messages based on the total market. “Our responsibility is to educate these clients and show them the benefits of investing in campaigns and messaging that will connect with the audience’s heart and soul. With the continued growth of the Latino population and the significant health disparities, there is an urgent need to reach them with culturally relevant messaging. A healthy Latino segment will mean a healthy United States.”
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