The Bravo Group has established Bravo Promotions and Retail Marketing and hired Manuel Wernicky as managing director of the new division.
Bravo formed the branded business unit to handle current existing promotions, events and retail marketing work at the Hispanic agency. Wernicky took the helm of the new division May 26.
“We’re raising the bar, elevating promotions and event marketing to a branded business unit level, with its own P&L,” said Bravo Chairman-CEO Gary Bassell in a statement.
Wernicky had been director of account services at Hispanic shop Market Vision, San Antonio. At Bravo, he’ll manage day-to-day work, develop partnerships between Bravo clients and retailers, and collaborate with other Bravo units, especially its Uno-a-Uno division.
Bravo Uno-a-Uno hired Luis Cabrera as managing director, a new post, on May 2. He had been business solutions manager at cement company Neoris, with stints in Argentina, México City and Miami.
Cabrera is one of two managing directors overseeing Uno-a-Uno, which encompasses direct, interactive and CRM marketing as well as entertainment and new media.
“The differential in Hispanic marketing is going to come from outside of traditional advertising,” Bassell said. “It will increasingly come from integrated marketing practices that more meaningfully shape the brand experience, rather than simply deliver a brand message.”
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