Burger King vp-U.S. marketing Rob Calderin will leave the Miami-based QSR July 1 to form Novus Mentis, a Hispanic marketing firm that will handle consumer goods and political marketing.
Calderin, who joined BK in 1998 after leading the chain’s account at DMB&B, New York City, for four years, helped create parent Diageo’s brand management system, dubbed the Diageo Way of Brand Building.
Novus Mentis (Latin for “fresh insights”) will outline what motivates Hispanic consumers to create targeted marketing campaigns and products. A primary goal is to maximize short-term profits and long-term loyalty with differentiated brand positioning and communications.
“As the competition to reach Hispanic consumers increases, it is no longer enough to advertise to this market. Brands must have a leverageable consumer benefit that motivates choice,” says Calderin in a statement.
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