Newlink, an internationally-recognized consulting firm, named Cynthia McFarlane as Chief Strategy Officer and Managing Partner to bolster the firm’s capabilities and solidify its strategic approach to consultancy.
An industry veteran with more than 25 years of experience shaping the face of U.S. Hispanic and Latin American advertising and marketing, McFarlane joins Newlink to drive the company’s strategic vision, spearheaded by its proprietary Orbital Thinking methodology; cultivate talent and expand capabilities, ultimately positioning the firm as the leading consulting company in the Americas. In addition to leading the firm’s Multicultural, Creative and Branding, Integrated Production, Insights and Social Marketing teams, McFarlane will also oversee the strategic direction of all Newlink areas of expertise from the company’s headquarters in Miami, where she is based.
“After building a strong foundation in the communications field, Newlink is proud to embark on the next chapter of our 18-year history by expanding our capabilities and solidifying the company’s strategic approach to consultancy,” said Sergio Roitberg, Newlink’s Founder and Chief Executive Officer. “Strengthening the company with likeminded talent and a forward-thinking innovator such as Cynthia, is a testament to Newlink’s commitment to excellence. Cynthia’s experience and proven track record delivering tangible results, brings new impetus to our determination to take on new challenges and break into new markets.”
Before joining Newlink, McFarlane served as President of Saatchi & Saatchi Latin America and Conill Advertising. As a member of Saatchi & Saatchi’s Global Leadership Team, McFarlane was responsible for 16 agencies in 15 markets throughout the Americas. Under her leadership, the network was widely recognized for its top-rated talent and consistently strong performance at elite international advertising festivals, most notably Cannes. In recognition of her achievements, McFarlane was named among Internationalist Magazine’s 2010 Agency Innovators. She was also named one of the outstanding marketing executives of 2009 by Advertising Age and AdLatina.
“I have been continually impressed by Newlink’s collaborative philosophy, global clientele, extraordinary growth, and talented group of strategic consultants since I first met Sergio Roitberg and his team more than five years ago,” said McFarlane. “Every client I meet tells me that ‘Newlink makes it happen.’ I look forward to help propel Newlink to new heights and ultimately ignite transformation for our clients and the industry.”
Newlink’s solid foundation in multifaceted communications has allowed the company to thrive in an increasingly competitive market. Ranked one of the top 50 public relations agencies in the world by PRWeek in 2015, and named the leading firm in South Florida by the South Florida Business Journal for the past five years, Newlink has evolved into a business consultancy that offers clients an innovative and collaborative approach based on a unique thought framework– Orbital Thinking. The methodology espouses that in today’s hyper-connected, chaotic and ever-changing world, there is only one way to sustainably reach goals: build a compelling, common purpose which rallies stakeholders around it, unleashing true collaboration and transformational outcomes.
Newlink’s clients include the Coca-Cola Company, Uber Technologies, CAF – the development bank of Latin America -, Citibank, Goodyear Latin America, Expedia group, Palace Resorts and The Ministry of Tourism for the Dominican Republic, among many others.