SOUTH PASADENA, CA.: Valencia, Pérez & Echeveste (VPE) has named account director Maricela Cueva VP, social marketing. The agency's social marketing practice specializes in multicultural community outreach, advocacy, and public education, among other social communications initiatives. In her new role, Cueva will manage the division's services to nonprofits, foundations, and government agencies. She will also oversee VPE's growing new media marketing and social advertising practices.