MIAMI, FL: Newlink has appointed former Saatchi & Saatchi Latin America president Cynthia McFarlane as chief strategy officer and managing partner.
Hispanic marketing veteran McFarlane left Saatchi's last October after 22 years at the Publicis Groupe advertising firm. She will oversee a staff of about 50 people across Newlink’s creative, branding, branded content, integrated production, social and digital, and research teams.
The agency has rebranded after 18 years and moved into a new era of collaborative strategic consulting that reflects the blurring of lines of PR and communications.
McFarlane said: "The next chapter is about moving into the consultancy side of the business and propelling the framework Newlink has within its orbital thinking."
Newlink’s orbital thinking emphasizes a "gravitational pull that brings stakeholders in, rather than pushing out messages."
"The marketing and communications world and the dynamics of communications are changing and becoming more chaotic, and orbital thinking makes sense of this chaos," McFarlane added. She started at Newlink in February, reporting to chairman and CEO Sergio Roitberg.
As a former member of Saatchi & Saatchi’s global leadership team and its Conill Advertising U.S. Hispanic market agency, she was responsible for 16 firms in 15 markets throughout Latin America - managing more than 500 people.
"I have a connection to the U.S. multicultural business because of my past life," she said.
Newlink's client roster includes Uber, Expedia, Coca-Cola, ESPN, MTV, and Palace Resorts.
"This time around, I’m going to be more focused on the clients," McFarlane added. "To be honest, what gets me out of bed in the morning is touching the work."