CHANGING PLACES: Lixaida Lorenzo, Susan Malfa, Vincent O’Toole…

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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For prior Changing Places editions, click here.

0838fe7Grupo Gallegos has announced the hiring of Lixaida Lorenzo as Creative Director. Lorenzo joins the agency from JWT Puerto Rico, bringing 13+ years of experience in copywriting and creative direction for iconic brands such as AT&T, Gatorade, Kraft, Ford, and the American Red Cross. She was part of the team that put the JWT Puerto Rico office on the map creatively and brought it to its position as one of the top agencies in the JWT network. While at JWT, Lorenzo was responsible for the Gatorade "Sweat & Win Challenge," a unique experiential campaign that provided a new take on the idea of an Instant Win game. In addition to Cannes, Lorenzo has been recognized at the Clios, Communicator Awards, OneShow and D&AD, adding to the creative firepower at the agency. Within the last few weeks, Grupo Gallegos was honored with 18 Communicator Awards, including 2 Gold and 16 Silver for work for Comcast, in addition to taking home the top prizes at the FIAP and U.S.H Festivals.

3f85a12Liberman Broadcasting, Inc. has hired  Susan Malfa as EVP National Advertising Sales and Marketing for its top-rated Spanish language television network, Estrella TV.  Susan most recently was SVP at NBCUniversal Lifestyle Group overseeing Bravo, Oxygen, Style, Sprout Media and Women at NBCU. She brings a strategic approach selling target audiences across all video screens informed by audience insights, providing relevant marketing solutions for advertisers.  Prior to joining NBCU, Malfa was SVP of Ad Sales at Court TV Network, where she brought ROI effectiveness metrics to agency partners. She spent 10 years at Comedy Central. Earlier in her career, she worked at Travel Channel, Food Network, and in advertising agency account management.Malfa  holds a graduate certificate in Strategy and Leadership from NYU and an undergraduate BA from Queens College in art with an economics minor.  She lives in New York City with her husband and daughter.

YClyQXFx_400x400Multicultural marketing communications executive y Anita Albán Gastelum was tapped to lead Cultura United Agency, a new multicultural agency launched last week by MDC Partners. This is MDC’s first major step into the multicultural market since its Hispanic unit Ramona closed in 2012.


descargaFormer chief financial officer at Horizon Media Vincent O'Toole has been given the additional role of chief operating officer at the agency.O'Toole has been with Horizon since 2008. Prior to that he was senior VP, controller at MTV Networks.




6dddc7a3c23b4735d855b0ed2d8899a3_400x400Liz Ross is leaving IPG Mediabrands, where she served as chief marketing officer since last September. Prior to that, she was North America president of BPN, which is under the Mediabrands' umbrella. She also held the post of CEO of Mediabrand Ventures in North America.




CFYfOQiWIAABigMLee Newman, president at Ogilvy's Chicago office, has been named the U.S. CEO for the newly formed MullenLowe Group, two weeks after the merger of Interpublic's Mullen and Lowe.Mr. Newman will report to Mullen Lowe Global CEO Alex Leikikh, who was Mullen's top executive until the formation of the new global network. He'll work with U.S. Chief Creative Officer Mark Wenneker and oversee the Boston, Los Angeles and North Carolina offices of what had been Mullen along with the former Lowe office in New York. He will be based in Los Angeles.Mr. Newman comes to Mullen Lowe from Ogilvy Chicago, where he'd been president since 2012. No successor will be named, Ogilvy said, and his duties will be assumed by Chairman-CEO Jack Rooney.

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.


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