Based on this actual job listing, it appears the White agencies are indeed buying minority talent for Shifty Segregation® schemes. Oddly enough, Leo Burnett already has a Latino division—Lápiz—operating within the network. And do you really need a Latino Strategic Planner to instruct creative teams to develop concepts featuring soccer, mariachi bands and telenovelas?
Director, Strategy & Analysis: Responsible for understanding consumer psychology & applying that knowledge to the strategic development of advertising, integrated marketing & communications for U.S. Hispanic market. Develop/analyze primary/secondary research, including qualitative & quantitative methodologies to meet research objectives & understand trends & consumer behavior. Conduct focus groups, develop research instruments & design/ execute psychographic segmentation studies. Write Creative Briefs & develop brand architectures. Create/disseminate marketing communications strategies for assigned brands. Actively work with creative teams in development of communication ideas & strategies. Serve as consumer expert on assigned brands. Chicago Loop location. Req’s Master’s degree in Advertising or Integrated Marketing Communications & 3 yrs exp as a Strategic Planner. Exp must be in an ad agency for a Hispanic market. Exp must include design & execution of a psychographic segmentation study (including statistical analysis, creating clusters, interpreting & reporting results). Leo Burnett Company, Inc. Any applicant who is interested in this position may apply online at: www.leoburnett.com. Advertising EOE.
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