MIAMI, FL: Newlink ha nombrado como directora de estrategia y socia gerente a Cynthia McFarlane, expresidenta de Saatchi & Saatchi Latin America.
La experta en marketing hispano se fue de Saatchi’s en octubre pasado, luego de 22 años en la firma de publicidad Publicis Groupe. En Newlink, se encargará de supervisar a un grupo de cerca de 50 personas de los equipos de creatividad, branding, branded content, producción integrada, social y digital, e investigación.
Newlink se relanzó tras 18 años en el mercado y abrió una nueva era como consultora estratégica colaborativa, un cambio que refleja que el límite entre lo que es relaciones públicas y lo que es comunicación se está volviendo cada vez más borroso.
McFarlane señaló: "El próximo capítulo es hacer consultoría e impulsar el marco de Pensamiento Orbital de Newlink”.
El Pensamiento Orbital de Newlink hace énfasis en generar una “fuerza gravitacional que atraiga a todas las partes interesadas, en lugar de [intentar llegar a ellas] enviando mensajes”.
“El mundo del marketing y las comunicaciones y la dinámica de las comunicaciones está cambiando y haciéndose todo cada vez más caótico, y el Pensamiento Orbital le da sentido a este caos”, agregó McFarlane. La experta empezó a trabajar en Newlink en febrero, reportándole al presidente y CEO, Sergio Roitberg.
Como exmiembro del equipo de liderazgo global de Saatchi & Saatchi’s y su agencia de mercado hispano de Estados Unidos Conill Advertising, McFarlane se ocupaba de 16 firmas en 15 mercados de América Latina, dirigiendo a más de 500 personas.
“Tengo una conexión con el negocio multicultural de Estados Unidos gracias a mi experiencia pasada”, dijo.
La lista de clientes de Newlink incluye a Uber, Expedia, Coca-Cola, ESPN, MTV, y Palace Resorts.
"Esta vez me enfocaré más en los clientes”, agregó McFarlane. “Para ser honesta, lo que me hace levantarme cada mañana es tener contacto con el trabajo [concreto]”.
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V1.0, September 2021