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What Say You, GlobalHue?

It’s been a while since we’ve shed some light on GlobalHue, save for the random Jeep campaign, branding assignment or other drama, but the agency has announced that it’s bumped up SVP/ECD Vida Cornelious to chief creative officer, EVP/ECD Michael Jacobs to chief digital officer and EVP of client services Maria Lopez-Knowles to president of GH Latino.

In addition to the promotions, GlobalHue has welcomed MRM/TBWA\Chiat\Day alum Matt Lee as SVP of business development and Jorge Abascal as SVP, creative director. All the posts are based in NYC.

Jeep MW3: 2-Minute Drill Edition

As a Jeep owner (inherited my second, an ’04 Grand Cherokee, earlier this year), I can attest that they make awesome cars. Sure, they might destroy the environment and run about $70 for a full tank of gas, but in the snowy hell of a Midwestern winter, there’s no other car you’d want to be forced to rely on. Not only are they durable beasts of vehicles, but I just learned through the power of Kelley Blue Book’s promoted tweets that Jeeps are the second-best car brand in terms of longevity, with a 40.4 percent chance over holding their value over five years. So, again, if you don’t mind ruining air quality and have to deal with commuting through two feet of snow, consider a used Jeep, won’t you?

Of course, if you’ve ever experienced a Midwestern winter, you know the only comparable environment in terms of danger, violence and tragedy is an actual war zone. That’s what makes this cross-promotion with Call of Duty: Modern Warfare 3 so perfect. It’s somehow simultaneously nerdy and badass, pairing Jeep’s revamped line of SUVs with a video game on course to become the best-selling ever. The epic two-minute spot above from GlobalHue for the MW3 edition Jeep Wrangler follows a :60 cut that debuted exactly a month ago. Of course, the big question is whether or not this (very expensive in terms of production and media spend) cross-promotion leads to those obsessed with a $60 game played on a $250 gaming console purchasing a vehicle that starts around $40,000. I guess we’ll find out when you have this exchange with your nerdy friend:

You: Nice wheels, dude. Is this car new?
Him: You know it. *puts on sunglasses* Made a killing selling off my Groupon stock. (HAHA.)
You: Wait, is this the new Modern Warfare 3 edition Jeep Wrangler?
Him: Well, man, you tell me. *throws a live grenade into grocery store parking lot*

Credits after the jump.

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Najoh Tita-Reid Out at GlobalHue

Just over a month after GlobalHue had to make some cuts in its New York office, we’ve received confirmation that SVP, group account director Najoh Tita-Reid has resigned from the agency. Tita-Reid joined GlobalHue Africanic in June of 2009 from Procter & Gamble, where she spent 15 years, was responsible for African-American marketing, multicultural marketing strategy, etc. and served as brand manager  for Always, Tampax, Luvs and global Pampers.

The news comes just a week after GH “decided not to ask for a renewal” of its contract with the Bermuda Department of Tourism, an account that if you remember had been mired in controversy in recent years. Tourism minister Patrice Minors tells the Royal Gazette Online, “We have secured another option pertaining to the promotion of Bermuda as a tourism product,” adding, “[GlobalHue hadn’t] expressed an interest to continue.” Gee, wonder what could have caused that.

GlobalHue Nabs Branding Assignment

Hey look, GlobalHue has some positive news to report as it’s been awarded a major assignment for CitiFinancial after a review. The other agencies involved in the pitch aren’t being disclosed, but GH is now being tasked with rebranding the consumer loan company to OneMain Financial. GlobalHue is now responsible for creating the overall go-to-market strategy and developing the launch campaign for OneMain, which is set to be unveiled this summer and will include broadcast, digital and print elements. Judging by what we’ve been told, we can safely say that Citi is “an example” of the “new business” GH was referring to during the Verizon Telecom staff cuts.

GlobalHue NY: Layoffs

Sources familiar with the matter confirm to us that there are layoffs happening today at GlobalHue’s New York office. The reason? If you recall, GH lost the Verizon Telecom business in October of last year (though it still does African-American and Hispanic market work for Verizon Wireless). After the loss, the agency’s founder/chief exec Don Coleman said there would be layoffs once GlobalHue’s contract expired with Verizon Telecom, which happened to be this week.

Approximate numbers haven’t been disclosed, but we’re being told that it’s just the New York office and Verizon Telecom account that’s been impacted. According to our sources, GlobalHue has won new business since the Telecom split (though the agency is keeping schtum on what it exactly is) and the roles for it do not necessarily match up to those performed on VZ Telecom, hence the cuts.

GlobalHue Loses Verizon Telecom Business

Three years after winning the Verizon Hispanic account from La Agencia de Orcí, GlobalHue has confirmed that it’s lost the brand’s Telecom business to Lopez in Texas. According to our source, GlobalHue works with Verizon Wireless, and the Telecom deal did not impact that account. This latest news comes six months after GH lost Jeep Grand Cherokee work to Wieden+Kennedy–though the former tells us that it’s still the AOR/lead agency for Jeep and sales are up.

More: “McCann Gives Verizon the Gift of Effective Ads

Called It: GlobalHue Undergoes ‘Realignment’


As we mentioned last week, GlobalHue is undergoing a dramatic leadership shift and now the agency has made it official. GH CEO/founder Don Coleman (pictured) will assume the role of GM at both the New York and Southfield, Michigan, offices.

In addition, Maria Lopez-Knowles, formerly EVP, digital strategy at GlobalHue, has assumed the position of EVP, client services, Detavio Samuels takes the same post in Southfield while Michael Jacobs steps up to EVP/ECD and will oversee all creative out of the New York office.

Finally, Brian Williams has been appointed EVP, executive director of engagement, Rob Fitzgerald has been promoted to the position of EVP, executive media officer and last but not least, Allen Pugh, GlobalHue vice chairman, will also take over as CEO of the agency’s eight sister companies. Phew.

More: “GlobalHue NY President Out, Verizon in Trouble?

GlobalHue Parts Ways with Laura Marella


GlobalHue has confirmed that vice-chairman Laura Marella, who was brought on nearly three years ago to lead all of GH Latino’s Hispanic business, is no longer with the agency as of this week.

We’ve been told that the split was mutual and that Marella’s bi-coastal living/traveling was an issue with GlobalHue as the agency wanted a leader in the office full-time. From what we’re hearing, via spies, GlobalHue chief Don Coleman is also taking over as GM of GH, but we’re still waiting for official confirmation on this.

Update:: We’ve been told by credible sources that MRM alum Michael Jacobs, GlobalHue’s ECD of digital, will be leading “a lot” of the agency’s business moving forward. We also have a note from Coleman that was sent out to staff yesterday after the jump.

More: “GlobalHue NY President Out, Verizon in Trouble?

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GlobalHue NY President Out, Verizon in Trouble?


Since Friday, we’ve been deluged with tips regarding GlobalHue, the agency which just over two months ago lost the 2011 Jeep Grand Cherokee work to Wieden + Kennedy due to “a heavy workload” if you were to believe Chrysler’s words.

Now, we’ve received confirmation from the agency that Gustavo Razzetti (pictured), former president/CEO of EuroRSCG Latino who was installed in April 2009 as president of GlobalHue Latino and GlobalHue New York, is no longer at GlobalHue (see: let go, according to sources).

Then, there’s the issue of GlobalHue’s Hispanic Verizon telecom business, which one spy says is “up for review.” Check out some excerpts from a rather lengthy diatribe from our source after the jump.

More: “Global Hue’s Digital Dept. Gets 3rd Leader in 6 Months

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Cultivate Your Talent for a Multi-Cultural Marketing Leader


globalhuelogo060310.jpgIf you have a passion for cultural-based marketing, GlobalHue has the gig for you. The minority-owned communications agency is looking for a digital account director who can manage multi-million dollar accounts and execute integrated marketing programs for its New York office.

You’ll be the interactive point person, identifying smart digital tactics and innovative opportunities for marketing campaigns, while also managing a large part of the business and ensuring client satisfaction.

The job description is lengthy, so we estimate that this position holds a lot of responsibility. However, if you’re a marketing whiz who has mastered the art of multi-tasking, this could be the opportunity of a lifetime to make a real impact at the agency AdWeek recently named one the best of the decade. If you’re up for the challenge, apply here.