Latinosphere: Marketing with Latinos in the Age of Digital

Marketers Gustavo Razzetti, Chief Engagement Officer at Grupo

Gallegos, and Giovanni Rodriguez, award winning

consultant and strategist, launch their new book,


Marketing With Latinos in the Age of Digital. A free copy can be

downloaded here:

This book is a compilation of entries from the writers’ columns on ClickZ,

the largest resource of interactive marketing news. It addresses the

growing influential role that Latinos are playing in the marketplace and

outlines the new paradigms that marketers need to consider in order to

succeed. The authors share their combined experiences of working in both

public and private sectors with tips, insights, and case studies that

help build an actionable Latino marketing playbook.

Some of the industry’s most prominent influencer’s commented on this new

work and its relevance.


Head of US Hispanic audience, Mark Ignacio Lopez, said: “The impact of

the Latino consumer over the next 5-10 years will reshape how US

marketers plan for growth. Most of these new Latino consumers will be

connected ready to act as ambassadors of brands that can culturally

connect with this important consumer segment. Gustavo and Giovanni

address a key component of the marketing mix: how to engage digitally

and develop meaningful cultural connections through paid and earned


Roberto Orci, CEO of Acento

Advertising, added: “Gustavo Razzetti and Giovanni Rodriguez,

through a collection of recent articles, shine a contemporary light on a

wide range of topics. Topics that are important to any marketer

interested in today’s most significant growth opportunity. I especially

tip my hat to the authors for the clear and often witty writing that

makes absorbing the wide-ranging topics a pleasure. Read on and learn

what every marketer should know in today’s increasingly multicultural


Jaqueline Hernandez, CEO of Telemundo

Media, said: “Latinosphere looks at how the Hispanic consumer is

leapfrogging technology usage. As marketers, we need to be where our

consumers are, which is on linear and nonlinear platforms with engaging

content, that is culturally relevant… both long form, short form, and

social form. Gustavo and Giovanni look at the consumer and today’s media

landscape providing rich information and actionable insights.”

Gustavo and Giovanni will be discussing the book’s contents at the SES

Conference & Expo in San Francisco on Thursday, August 16th.

About Gustavo Razzetti:

Strategist by conviction, digital pioneer by choice, leader by

evolution: Gustavo Razzetti has over 20 years of experience in

integrated marketing communications in U.S. and Latin American markets.

A change agent with the expertise to transform an agency model into a

digital/integrated communications company, Razzetti’s career is marked

by extensive experience in the digital arena. He is currently Chief

Strategy and Engagement Officer at Grupo

Gallegos, a creatively driven marketing solutions shop in

Huntington Beach, CA. Former President of GlobalHue NY, Razzetti has

worked with top consumer brands such as Verizon, Nestlé, Chivas Regal,

General Motors, Coca-Cola, BBVA, and 200 others. He also served as CEO

of Euro RSCG in NY (Latino market), Puerto Rico and Argentina. Prior to

that, Razzetti was founding partner of WhyNet – the no. 1 digital agency

in Argentina. He also spent six years at McCann Erickson as EVP account

and strategic planning. Razzetti has received recognitions that include

Euro RSCG’s CBI Award, and Strategic Planning Director of the Year,

McCann Erickson. Many of the campaigns he strategically led won Cannes,

Webby, Clio, New York Festival, London, and FIAP awards, among others.

Razzetti’s constant desire to gain new perspectives through different

life experiences has led to his passion for scuba diving, rock climbing,

gourmet cooking, and writing. He writes regularly on and part

of the Advisory Board of Hispanicize.

About Giovanni Rodriguez:

Entrepreneur, author, and public speaker on organizational leadership,

marketing, and social technology. Today he is in the process of starting

a new social technology consulting company that focuses on innovation at

the intersection of marketing and human empowerment. In prior roles, he

served as a senior member of the social-technology team at Deloitte

Consulting, Chief Marketing Officer for a publicly traded company, and

managing partner of The Conversation Group (TCG), one of the first

social-technology consulting firms. He has consulted for numerous B2B

leaders such as The New York Stock Exchange, SAP, Alcatel-Lucent, and

Verizon Business, as well as leading consumer brands such as General

Mills, Unilever, and Best Buy. He’s also known for his work in

positioning technology companies in transition, including FAST Search

and Transfer (now Microsoft), Ribbit (now British Telecom), JAJAH (now

Telefonica), and VMware, where he worked with the team that led the

company’s entry into the enterprise software market (in 2000). He’s a

founding fellow at the Society of New Communications Research (SNCR) and

a board member at Latinos for Social Media (LATISM). He is a graduate of

Princeton University.