Young & Rubicam


What: The U.S. Census Bureau awarded its 2020 decennial census integrated communications contract to Young & Rubicam (Y&R), the global marketing and communications firm.
Why it matters: The decennial census takes place every 10 years and is used to determine the number of seats each state is allotted in the U.S. House of Representatives and the amount of federal funds distributed to local communities.

sugz1cgb_400x400The U.S. Census Bureau awarded its 2020 decennial census integrated communications contract to Young & Rubicam (Y&R), the iconic, award-winning global marketing and communications firm. Y&R will lead a diverse group of companies, Team Y&R, focused on successfully executing the first-ever digital census designed to efficiently reach every household in the U.S., Puerto Rico, U.S. Virgin Islands, Guam, Samoa, and the Commonwealth of the Northern Mariana Islands.

Team Y&R will be responsible for providing services in multiple communications areas to support building awareness and to promote self-response for the 2020 Census. To do this, Team Y&R will introduce new targeting technologies and digital innovation that will tailor messages to a degree never before contemplated and made possible by the team’s unique structure and makeup.

“The Census conducted a full and open competition, which included a range of rigorous written and oral presentations. Young & Rubicam ranked first, their overall proposal presented a technically superior approach to meeting the requirements of the 2020 Census Integrated Communications Contract (ICC) at the lowest cost to the Government,” said Kendall Johnson, Program Manager, 2020 Census ICC Program Management Office, U.S. Census Bureau.

“The census is often referred to as the nation’s largest peacetime mobilization, and we are honored to raise the bar in 2020 to count an anticipated 350 million,” said David Sable, global CEO of Y&R. “We believe that the 2020 Census will reach an unprecedented number of people, giving it the potential to transform the relationship U.S. residents have with their government. And we intend to do so with the most leading-edge marketing and activation in the world.”

Mandated by the U.S. Constitution, the decennial census takes place every 10 years and is used to determine the number of seats each state is allotted in the U.S. House of Representatives and the amount of federal funds distributed to local communities. The data collected through this effort impact all communities because this information is used to determine policy, funding, and aspects of local government such as where to build schools, hospitals, and emergency services.

By harnessing the power of digital dissemination, the goal of the 2020 Census is to count everyone once, only once, and in the right place, and to conduct the count at a lower cost per household than the 2010 Census, while maintaining high quality results. Y&R’s Alex Hughes takes on the new role of Program Director for Team Y&R.

“In this increasingly noisy communications environment, where survey response is declining across the board, we are committed to engaging every household while offering internet response options that meet modern standards and save taxpayer dollars,” said Hughes. “It’s time for digital access to join mail, telephone and in-person outreach for fast, accurate, and safe enumeration.”

Team Y&R created an innovative and highly efficient integrated team model based in Washington, D.C. designed to expand and collapse as needed throughout the process, and with a robust project management foundation. Team Y&R taps into the expertise of 17 agencies, covering the capabilities and expertise needed for such a complex outreach effort:

  • Bravo, market-leading specialists in Hispanic in-language communications and outreach.
  • Burson-Marsteller has outstanding qualifications in earned media; pioneered the practice of crisis communications; will perform stakeholder and influencer outreach.
  • Carol H Williams, one of the first multicultural agencies in the country specializing in strategic integrated campaigns tailored to African-American audiences; a previous decennial advertising program contributor.
  • Civis Analytics, a national leader in predictive models and data analytics for large civic engagement campaigns.
  • Culture ONE World, a proven leader that has developed, tested, and delivered nearly 100 fully integrated advertising campaigns to the U.S. Hispanic market for almost every branch of the federal government and private sector corporations.
  • The District Communications Group, a specialist in outreach to service members and veterans
    g+g Advertising, a nationally recognized leader in tailored outreach to American Indians and Native Alaskan audiences, and a veteran of two previous decennial advertising programs.
  • The Kālaimoku Group, a Honolulu-based communications firm, specializing in outreach to Native Hawaiians and other Pacific Islanders.
  • Hogarth supports transcreation and in-language adaptation in more than 50 languages across 200 markets.
  • Maxus executes paid media planning and buying, trafficking, monitoring, post-buy analysis, and reconciliation; will serve as overall channel strategy/paid media lead.
  • Penn Schoen Berland directs a research approach that drives strategic recommendations and measurement.
  • PwC, the world’s leading professional services firm with unparalleled expertise in program management support and managing complex government projects.
  • Reingold, a recognized leader in digital engagement for federal agencies; currently supporting the Census Bureau on related tasks such as the American Community Survey and Statistics in Schools.
  • TDW+Co, a minority-owned full-service advertising agency, with expertise in tailored outreach to Asian-American populations.
  • TMP Government, an innovative leader in recruitment of federal employees with successful engagements across a multiple of government agencies.
  • Wunderman, a market leader in events and promotions representing multiple top U.S. consumer brands, e.g. United Airlines, Nestle, Microsoft, Xbox, AARP, and Navy.
  • Y&R brings extensive world-class marketing and communications expertise, team leadership, strategy development, dynamic creative development and execution, operational systems, and financial stewardship.
  • Future Partners – There will continue to be additional subcontracting opportunities throughout the census, adding more companies to the team moving forward.

“The Census is a large and complex undertaking, so bringing the right people to the table was essential,” said Sable. “We are poised to hit the ground running with the talented Team Y&R, whose professional acumen brings the large-scale, data-driven, multi-cultural and civic approach needed to engage all residents like never before. In the tradition of Y&R, this team reflects a “Best Alone, Better Together” philosophy – each of the team members is a top-flight company in their own right. But working collaboratively makes Team Y&R and its innovative approach possible.”

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

::: Guillermo Melero – McCann Worldwide Chile ::: FCB Brazil – César Fuster ::: Young & Rubicam – Jorge Soto – Carlos Fernández – Luis Alonso Vega :::  Ed Erhardt – ESPN  ::: Michael Wall – agency Mother  :::

Click here for previous Latam Changing Places editions

1481ba7Guillermo Melero is the new CEO of McCann Worldwide Chilean subsidiary. He will replace Fernando Fascioli, who has taken over as the new President of the agency for Latin America. Melero is leaving his position as CEO in Boliche, the shop for which he worked for two years. The executive had previously worked for McCann Chile from 2003 to 2010.Then, he moved to Euro RSCG to work as general manager for two years. Now he is back in McCann.He has a degree in marketing and advertising from the University of Arts, Sciences and Communication (UNIACC) of Chile.

0159697Agency FCB Brazil has promoted César Fuster as the new Director of Planning. He will report directly to Rapha Barreto, vice president of the area, and will be responsible for SKY, Smiles, DPA, ZAP, HP, Pom Pom and Biocolor accounts. He will lead a team of six people. Fuster worked for agencies like Triade-comm (Talent), GAD’ Brand Consulting and idealistic team. He eventually ended up at FCB Brazil, where he has been working for more than three years.

YR_400x400Young & Rubicam has announced that Jorge Soto will take over as Creative Director for the Cristal beer account.He will work together with Norberto Noriega, also creative director for Cristal. Soto has been part of Y&R for 9 years, where he was responsible for brands like Toyota,Movistar, Rimac, Alicorp and Liga Contra el Cáncer, among others.

Other people have also joined Young & Rubicam’s team:

Carlos Fernández will take over as Senior Copywriter. He comes from J. Walter Thompson Peru.

1579aa7Luis Alonso Vega has joined the company as Creative Writer. He previously worked at S&S Quorum.





descarga (3)Ed Erhardt, president, global sales & marketing at ESPN, will broaden his role to include oversight of consumer marketing, research and ad sales business operations. He will be responsible for  some of the duties previously held by the departing Sean Bratches.
descarga (5)Lowe and Partners CEO Michael Wall is leaving the company to become  equity partner and global CEO of agency Mother. Mother has offices in London, New York and Buenos Aires.

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

Martín “Nino” Goldberg – Young & Rubicam :::  Gustavo Marioni – Shackleton Chile ::: Helen Jurado – Cisneros Media Distribution ::: Priscyla Alves Laham – Microsoft :::

Martin-Goldberg-Martin “Nino” Goldberg has been appointed as regional creative director of Young & Rubicam to lead creativity of various brands and to work on both regional and global projects for different clients. Goldberg has worked with brands on a local, regional and global level including Coca-Cola, Telefonica, Quilmes, Arcor, Unilever, the International Olympic Committee, Jumbo, Farmacity, Olx, TyC Sports, Visa, Banco Galicia, Sony Tulip and malls Alto Palermo, Abasto and Alto Avellaneda, among others. Prior to joining Y& R, he was creative director at La Negra, and worked in agencies such as McCann-Erickson, TBWA Savaglio and Agulla & Baccetti.

Gustavo-Marioni-Shackleton Chile has announced the addition of Gustavo Marioni as partner and executive creative director. Marioni, who previously served as executive creative director at Lowe / SSP3 in Bogota, will lead the creative team along with Felipe Rios and Juan Carlos Lemus Yrarrázabal, president and general manager respectively.Marioni has worked in agencies like El Laboratorio Springer & Jacobi, Spain TAPSA FCB, McCann Madrid, Indian Films and LOLA. He has worked for brands such as Coca-Cola, Iberia, TVE, Caja Madrid, Mahou Beer, Movistar, ONCE, Nestea, Fanta, Buckler, Knorr, Magnum (Global), Cerveza Aguila Colsubsidio and Alpina, among others.

Helen-Jurado-Cisneros Media Distribution (CMD) has announced the hiring of Helen Jurado to strengthen its position in the Latin American market. As Senior Director of Sales and New Business Development, Jurado will report directly to Cesar Diaz, Vice President of the company, and will be responsible for maximizing the profitability of Cisneros Media catalog in Latin America, analyze and identify growth opportunities and explore new business opportunities in the región.

priscyla- Priscyla Alves Laham has been appointed new Director of Microsoft Consumer Channels Segment for Argentina and Uruguay. In her new role, she will be responsible of partnerships strategy and implementation and distribution models targeted at the home consumer segment. A native of Brazil, Alves Laham has over 18 years’ experience in the area of Business and Marketing, specializing in the IT industry.