"How America has adapted to this market segment is exactly why [Etcom] hired me," Mr. Margulis said.
In Australia, the multicultural market, although still tiny, has been growing thanks to a requirement that at least 7% of government ad accounts be devoted to non-English language advertising. His job, Mr. Margulis said, will be to persuade major marketers that they should also be investing in multicultural marketing. Unlike the U.S., the majority of Australia's growing multicultural market is composed of Asian immigrants.
At Vidal, Mr. Margulis will be replaced by Oswald Mendez, a former Latin American media director in Miami at McCann-Erickson Worldwide, part of Interpublic Group of Cos. Mr. Mendez will have the title of VP-integrated communications to reflect an expanded role beyond media.