NEW YORK, Oct. 6, 2011 /PRNewswire/ -- Havas announces today that it is launching Totality, a multicultural-marketing agency devoted to representing the nation's ethnic and niche consumers, including the Hispanic, African-American and LGBT communities. The integrated agency will offer a full range of creative and strategic communications services, including media planning and buying.
Totality will partner with agencies in the Havas network, including Arnold Worldwide, Euro RSCG and MPG, as well as procure its own clients. Subsequently, all multicultural offerings in the network, such as Euro RSCG Latino and MPG Diversity, will work together to create one integrated offering for multicultural clients. Totality currently works on assignments and projects for GlaxoSmithKline Consumer Healthcare brand, Scott's Emulsion, Chivas Latin America and Reckitt Benckiser's Veet, among others.
David Jones, CEO Havas, commented: "This move further demonstrates our will to launch start-ups in fast-growing sectors."The creation of Totality follows the opening of Arnold in Shanghai, the launch of BETC London, Camp & King in San Francisco and Socialistic, the New York based social media agency. Leading the agency will be CEO Leo Olper and Chief Creative Officer Mauricio Galvan, who together ran Euro RSCG Latino. Olper and Galvan will report to Andrew Benett, Global Chief Strategy Officer of Havas Worldwide and Global CEO of Arnold Worldwide. Olper and Galvan have tapped Reginald Osborne to spearhead African-American and LGBT initiatives for Totality. Osborne holds the dual role of SVP, Director of Multicultural Marketing at Arnold, where he leads multicultural efforts for McDonald's. "The demographic make-up of America has changed so quickly and drastically in the last decade that it has become essential for brands to understand the differences and similarities between cultures. In Totality, we've created a strategic offering that will help brands navigate this space and foster deeper connections with the 'new mainstream,'" said Benett. "Mauricio and Leo have successfully led Euro RSCG Latino over the past year, so they were the natural choice to lead Totality. They have deep knowledge in multicultural marketing, a strong vision for growing the agency and a great team of experts already in place."
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