P&G's Graciela Eleta de Cacho Lands at Univision

Former Head of Hispanic Marketing's New Role Still Largely Unknown

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NEW YORK (AdAge.com) -- Graciela Eleta de Cacho, who was the head of Hispanic marketing at Procter & Gamble Co. until the end of 2007, is now working as a consultant for leading Spanish-language TV network Univision Communications on strategic planning.
Graciela Eleta de Cacho
Graciela Eleta de Cacho

Univision said Ms. Eleta, who is working four days a week at Univision's headquarters in New York so she can spend weekends with her family in Puerto Rico, is currently a consultant and wouldn't discuss her role or let her be interviewed.

Ms. Eleta founded a multicultural marketing unit nine years ago at P&G, and as P&G's VP-Multicultural Development Organization for North America, she became one of the best-known U.S. Hispanic marketers. P&G is the largest Hispanic advertiser, spending about $170 million annually to target the Latino market. In an innovative approach to U.S. Hispanic marketing, the unit was based in Puerto Rico.

Move to Cincinnati
P&G is moving the Hispanic-marketing unit to Cincinnati, where Edgar Sandoval last year became general manager-Multicultural Business Development Organization and North America marketing, taking on both the multicultural and general-market jobs.

Now Ms. Eleta is bringing her 20 years of experience at the top Hispanic marketer to Univision, where she started working earlier this year. When former OMD Worldwide CEO Joe Uva took over the CEO job at Univision almost a year ago, one of his goals was to get more major marketers to spend money in the Hispanic market.
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