Published on .

As other countries develop multicultural marketing, they are looking to the U.S. experience, leading one American from a Hispanic agency in New York to the No. 2 slot at Australia's largest multicultural agency. Les Margulis, VP-director of communications at the Vidal Partnership, moves to Sydney this week as director of strategy and branding at Etcom, a 30-person unit of Ogilvy & Mather Worldwide. In Australia, Ogilvy is owned jointly by WPP Group and local adman John Singleton's publicly-quoted STW Group.

"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.

Most Popular
In this article: