ZenithOptimedia, The ROI Agency, announced that Lisa Torres has been named President of its Multicultural Unit, effective immediately. 

In this newly created position, Ms. Torres will be responsible for providing leadership around the company’s state-of-the-art ROI strategies which are geared towards multicultural consumers. She will work directly with the company’s planning and buying teams and report to ZenithOptimedia’s Dave Ehlers, Executive Vice President, Managing Director.

ZenithOptimedia’s Multicultural Unit provides integrated, disciplined and productive planning and buying models to its clients.  Launched in 2006, the division handles $150MM in media billings. Clients include JPMorgan Chase, Denny’s, General Mills, Twentieth Century Fox, L’Oreal, Nestle and Payless.

Mostly recently, Ms. Torres was Executive Vice President, Group Account Director for MPG’s Diversity Unit. During her tenure, she substantially grew the company’s diversity business, while helping the business acquire new clients such as Dannon and Sears Holding Company. She has also held management positions at Carat USA, Inc., Conill Advertising and SiboneyUSA.

“I am very excited to take on this new role and work with ZO’s clients,” said Ms. Torres. “Understanding the role multicultural consumers play to a client’s business and how their influence can impact mainstream trends is important in this ever evolving media landscape.  I am glad to be bringing that big picture perspective and expertise to ZO.”

Among her notable accomplishments, Ms. Torres was named President of the AAAA’s Multicultural Committee in 2008. She has also been recognized as one ofCrain’s New York Business Top 40 Under 40 and a Media All-Star by Mediaweek. 

“With the minorities of America poised to be become the majority, and a new population census this year, our $150MM investments in multicultural media are becoming ever more critical,” said Tim Jones, CEO of ZenithOptimedia, N.A. “Lisa's appointment acknowledges the priority we are making in this area.”


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