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What's new: Sears, Roebuck & Co.'s new integrated multicultural marketing campaign will launch in mid-August in conjunction with its new overall campaign. Specialty agencies include Mendoza, Dillon & Asociados, Newport Beach, Calif.; Burrell Communications Group, Chicago; and Kang & Lee, New York. Lead agencies on the effort are Y&R Advertising, New York and Chicago; and Ogilvy & Mather, Chicago. Industry sources peg Sears' multicultural marketing effort to exceed $50 million.

Who: Gilbert Davila, 36, director of multicultural marketing since 1995. He signed on at Sears after five-year stints with Coca-Cola USA and Procter & Gamble Co. where he worked on general market sales as well as multicultural marketing. He says his experience helps him understand how programs can brand Sears as well as drive traffic into stores.

Tools: Mr. Davila also oversees Nuestra Gente, a custom magazine with a non-paid circulation of 800,000 and a heavily female readership. Advertisers include AT&T Corp., Kraft Foods, McDonald's Corp. and P&G.

Walking the talk: Sears stores with a heavy multicultural consumer base have bilingual associates and signage in Spanish, Chinese, Korean and other languages. About 350 of the full-line stores have a multicultural consumer base.

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