To address the unique needs of the evolving multicultural American consumer – one in three Americans is of Hispanic, Asian or African-American descent or origin – MARS Advertising is strengthening its Multicultural Shopper Marketing Capabilities. MARS has hired former Diageo and Mary Kay executive Lisa Feder to lead the effort and expand the agency’s focus on the growing multicultural population, with a special emphasis towards understanding the Hispanic Shopper, as Hispanics currently represent 16% of the U.S. population.

“At MARS, we recognize that a consumer’s cultural background and level of acculturation affects how she thinks, acts and shops which is why we look at the whole person and her spectrum of interconnected experiences when developing an approach to a shopper marketing challenge,” said Rob Rivenburgh, Chief Operations Officer at MARS Advertising. “By adding a leader like Lisa to our multicultural offering, we are reinforcing our dedication to delivering ‘whole person insights’-based solutions that increase market share and share of basket.”

In her new role, Feder, who has served as a marketing director at Diageo and Mary Kay Cosmetics and started her career at Procter & Gamble, will be responsible for thought leadership and the growth of MARS’ multicultural business. She and her team will be driving added value for existing clients and will bring new multicultural initiatives to the MARS family. The multicultural landscape is changing the way marketers approach Shoppers, and this team will drive efforts that leverage the fluid interplay among cultural segments.

“MARS is committed to really knowing the shopper – all shoppers – in order to drive results for clients,” said Feder who is based in Austin, TX. “This is not about creating Spanish-language materials or featuring Hispanics in photography. This is about understanding the evolving and complex Shopper Marketing field as it is impacted by changing U.S. demographics in the short and long term. We apply the same rigor and discipline that we apply in all of our Shopper Marketing efforts. We provide clients with deep ‘in-culture’ understanding of fast-growing shopper segments that will help drive programming that directly reflects the audience’s priorities and preferences. This in-culture understanding transcends all Shopper segments and will create innovative ways to reach the Shopper and provide her with the information and products that will enhance her life.”

Added Rivenburgh, “Lisa’s knowledge of the Hispanic consumer and her passion for understanding this consumer in all her modes – whether as a shopper, consumer, browser, researcher, educator, user or influencer – adds tremendous expertise to our team and all aspects of our work – from strategic planning to creative development, opportunity identification to digital design – and will deliver superior value to the brand and retailers who work with MARS.”

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