At Arnold we believe in creativity as a competitive business advantage. We capture this in our brand promise, “Great Work Works.” It’s our commitment to each and every client that a better idea will move their business and brand forward.Proof of our performance lines the walls of our hall – big, gold museum-quality frames display the results we’ve helped our clients’ achieve. This is our art.
ARNOLD WORLDWIDE EVOLVES AGENCY’S MODEL TO INCLUDE CROSS-CULTURAL MARKETING
Agency President Pam Hamlin Names Christopher Campos to Lead New Offering
Arnold Worldwide today announced a new offering to help clients profit from the growing U.S. Hispanic market. The capability eliminates the redundancies and silos associated with hiring both a General Market Agency and a Hispanic Agency by providing clients with a more efficient, integrated approach to reaching America’s growing cross-cultural audience.
The announcement was made by Arnold Global President Pam Hamlin, who said the agency has hired Christopher Campos as Managing Director, Growth Strategies and Development; Marco Castro as VP, Director of Operations; and Hugo Castillo as VP, Creative Director – three senior agency executives with proven track records in strategic and creative development of cross-cultural campaigns – to lead this area.
“The growing population of second- and third-generation Hispanics who identify with the Latino culture – but speak English – is giving birth to a new cross-cultural marketplace,” said Hamlin. “We will help clients capture this business opportunity with a seamless, integrated offering.”
Arnold’s new cross-cultural marketing services will be fully integrated into all of the agency’s functions – marketing, strategy and creative. Clients who want to speak to the diversity of the marketplace can have one team developing programs that are built on truths that cross ethnic boundaries while leveraging cultural insights that will be dialed up and down by channel.
“For today’s multigenerational Hispanic consumer, culture trumps language,” said Campos. “Cultural insights are more meaningful than utilizing language exclusively in connecting with this audience. While we can provide clients with in-language services for Hispanic media channels, our approach is designed to capture the full breadth of the market.”
“We are thrilled to have Chris, Marco and Hugo join us,” said Hamlin. “They are best-in-class advertising professionals who will contribute to the growth of Arnold by serving in leadership positions across all parts of our business – cross-cultural and general. They are an integrated part of our team, just like this capability is an integrated part of our services.”
Campos, Castro and Castillo come to Arnold from Y&R Brands/BRAVO, where they worked most recently as VP, Managing Director; Director of Integrated Account Operations; and Creative Director, respectively. Campos and Castro worked together previously as co-founders of Hive+Ideation, a pioneering Hispanic communications planning company designed to develop marketing solutions beyond traditional advertising.
Campos and Castro also worked together at GlobalHue, where they established and grew the agency’s Hispanic division from 2004 – 2007. Campos served as EVP, General Manager, while Castro was Director of Account Operations.