New diversity unit to be led by Novak

NEW YORK: Ketchum has hired the founder of virtual marcom agency

Vanguard Communications to lead a new multicultural unit.



SVP Esther Novak will serve as director of the Ketchum Vanguard Cultural

Marketing Specialty. Through her six-year-old company, Novak served

clients including Gillette, Sprint PCS, and Tropicana/Dole. She brings

with her project work for Perdue Farms and New Jersey's Public Service

Electric & Gas. Novak said she also expects to continue working with her

network of 10 freelancers.



The new unit will also fold in Ketchum's African American Markets Group

led by VP Betsy Helgager in Atlanta, who has been leading Ketchum's

outreach to African Americans since 1998. Campaigns have included campus

tours for Tampax and other Procter & Gamble products.



Meanwhile, VP Jose Villasenor, based in Ketchum's Dallas office, will

head up the Hispanic Markets Group.



"The recent census results reinforce the enormous power and potential of

these markets," Novak explained.



A native of Peru, Novak previously worked in various positions at AT&T,

founded Rutgers University's Center for Hispanic Arts and Culture, and

served as director of interdisciplinary programs at the National

Endowment for the Arts.



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