December 8, 2008, 12:00 AM

Captura Group hires new senior strategy consultant

Captura Group, a company that specializes in online marketing for Hispanic marketers and consumers, has hired Hispanic marketing expert Felipe Korzenny as senior strategy consultant. Korzenny has more than 30 years experience in Hispanic marketing.

 

Captura Group, a company that specializes in online marketing for Hispanic marketers and consumers, has hired Hispanic marketing expert Felipe Korzenny as senior strategy consultant. Korzenny has more than 30 years experience in Hispanic marketing.

 

In his role as a consultant, Korzenny will offer Captura Group insight into Hispanic online consumer behavior. Captura clients will use the information to help them hone their online Hispanic marketing strategies, the company says.

 

“I have seen firsthand how Hispanics embrace technology and the impact it has on their lives as they strive to integrate with U.S. culture while preserving their own,” says Korzenny. “Marketers looking for growth opportunities must develop a strategic approach for reaching Hispanics online.”

Korzenny is the founder and director of Florida State University’s Center for Hispanic Marketing Communication. He has authored six books and nearly one hundred research publications covering communication and culture. Before joining Florida State University in 2003, Korzenny was a principal at Cheskin, a firm he joined in 1999 when he merged his own company, Hispanic & Asian Marketing Communication Research with Cheskin. Korzenny also serves on the Advertising Research Foundation’s board of directors.

“The Hispanic online market represents a compelling opportunity for marketers looking for a quantifiable return on their marketing investment,” says Lee Vann, CEO and founder of Captura Group. “Hispanics are the largest minority group in the country and Internet penetration among them has reached critical mass. In addition, the Internet is a proven, cost effective and quantifiable marketing medium. By combining Dr. Korzenny’s deep cultural insights with Captura Group’s in-language and in-culture Hispanic online approach, we will offer marketers a comprehensive solution to capitalize on the Hispanic online market opportunity.”

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