Inside Burson-Marsteller: Get to Know Us – Rodrigo Castro

Meet Rodrigo Castro, our Technology & Innovation Practice Manager: A passionate individual whose love for technology and dedication to bringing our clients the best in communications services is the only thing bigger than his beard.

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Rodrigo Castro, Tech & Innovation Manager

Rodrigo always seems to ask for more on his plate, although it could be because of his unbridled enthusiasm for juice cleanses. Although more tech inclined, Rodrigo is Burson-Marsteller’s jack-of-all-trades. As a manager, he supervises LATAM regional accounts, overseeing operations for Burson-Marsteller network offices in Latin America, as well as the US.

Born in Mexico City, Rodrigo is the oldest of two siblings. He earned his Bachelor’s degree in Mass Communications at Tecnológico de Monterrey. During his time there, he ventured into exchange programs  at the University of North Carolina and MGIMO University in Moscow, Russia… where we can only assume his penchant for lumberjack beards began. His love for his home culture drew him back to Mexico, where he began working at Burson-Marsteller. He became a manager, overseeing accounts including Sony Electronics, Intel, SAP and Motorola.

In 2012, Rodrigo decided to test new waters and make a move to Burson Miami.  His professional attitude, willingness to work with many, varied projects at once and natural leadership capacity is shown through his impeccable work with clients such as Intel, VISA, SONY, Sony Latin America, Alcatel Onetouch, Zebra Technologies and Electrolux.

Throughout his career, Rodrigo has lead client projects from communication strategies for product launches, editorial development, crisis programs and more- all with an emphasis on brand and consumer technology communication.  It shouldn’t come as a surprise that Rodrigo consistently takes his passion for tech to the next level; so much so that he has relayed this expertise into an uncanny ability to lose cellphones.

Rodrigo’s fast-paced work life has carried over into his free time- although we’re still amazed how he manages to fit it all in! When he’s not working with his tech geek-squad at Burson Miami, mastering the art of time-sheets, or holding the record for most cellphones lost in a period of six months, he spends his time traveling, leading the EXATEC alumni association as President and training for triathlons. His hardworking and competitive nature can be seen both in his work and on the dance floor- what more could we expect from a Freddy Mercury fan?

Rodrigo and his wide range of interests and talents exemplify how we strive to “Be More” at Burson-Marsteller. We’re lucky to have him, and encourage anyone to reach out to him to tap into his years of technology communications expertise.

Burson Miami: We are local, we are global

Burson-Marsteller Miami has been part of the South Florida community for more than 25 years. And while Burson-Marsteller is renowned for its global network  of 73 offices and 84 affiliate offices, together operating in 110 countries across six continents, we are proud to offer our world-class communications capabilities to clients right here in Florida and the Southeast U.S.

For this reason, we are thrilled to now have Karen Guggenheim on board. Karen exemplifies our balance between being local and being global. Born in Nicaragua, Karen grew up in Miami. She has served as Director of Communications and Public Affairs for Colson Hicks Edison P.A., a top national litigation firm based right here in Miami, managing all communications across the Americas. Karen also was a reporter at the Miami Herald. She received her Bachelor’s and Master’s degrees from the University of Miami, and recently completed an MBA at Georgetown University. Here at Burson Miami, she is leading client partners based in Florida and the Southeast U.S. She also spearheads engagements with global organizations coming to market in the U.S. and North American companies expanding internationally. We count ourselves lucky to have Karen leading our team of diverse professionals in Miami.

Burson-Marsteller Miami is here to serve our local community.

At Burson-Marsteller Miami, we are deeply engrained in the local community that we serve. I am a Miami native myself, and am involved in organizations such as Camillus House, which provides humanitarian services to Miami-Dade’s homeless population. Public relations is a demanding field, yet my Burson Miami team still finds time to volunteer with organizations such as Big Brothers Big Sisters, Feed My Sheep, the Miami Circle and La Ventana De Los Cielos. We’re also privileged to partner with local institutions such as Miami Dade College and Florida International University, and support philanthropic organizations TECHO and Americans for Immigrant Justice through our pro bono work.

Burson-Marsteller Miami is here to serve our local community. We’re already working with great companies just up the road in Fort Lauderdale, elsewhere in Florida and the Southeast U.S., and others headquartered around the globe. No matter their home base, we have the capabilities and expertise to help them connect with our local market or on a global scale.

I look forward to sharing more about how our team in Miami is truly living our commitment to Burson-Marsteller, Being More through being local and global, from our Miami roots to our worldwide presence.

By Jorge Ortega

Hispanic Market Perspectives from Burson-Marsteller

Hispanic Heritage Month celebrations are winding down, but there is no slowing the influence of a population that is reshaping today’s America. Is your brand resonating with Hispanic Market consumers?

Fifty-four million strong, Hispanics make up 17 percent of the U.S. population and represent $1.4 trillion in spending power. Fifty-thousand Hispanics turn 18 and become eligible to vote each month, and two Hispanic candidates are vying for the 2016 Republican presidential nomination. There is no denying the impact Hispanics have on the U.S. economy and society.

Hispanic Market is no longer a niche

A comparison was drawn during a recent interview* about the economic force of Hispanics in the U.S., relating the rise in Hispanic purchasing power to the fundamental demographic change that began in the late 1970s when marketers realized women were making 70 percent of all purchase decisions in homes. With the growth in Hispanic spending, marketing to this population is no longer a niche and marketers are once again redefining a new mainstream.

Companies that are successfully engaging with Hispanic consumers leverage evidence-based research to understand the market and cultural trends of this diverse population:

  • Hispanics are the most tech savvy and socially connected group in America
  • English-as-first-language Hispanic Millennials embody more of what marketers describe as “Millennial” behavior – digital, liberal, political, worldly and curious
  • English and Spanish are spoken in 35 percent of Hispanic homes; 22 percent of Hispanics speak only one language
  • By 2030, the Hispanic electorate will grow 40 percent
  • Large populations of different nationalities reside in specific U.S. markets; e.g., 78 percent of Hispanics in Los Angeles are Mexican, more than half of Hispanics in Miami are Cuban

Understanding the Value of Marketing to Hispanics

To learn more about Hispanic market trends, culture and how best to engage with Hispanic consumers, contact Jorge Ortega, Burson Latino Leader.

 * Sol Trujillo, WPP Board Member interview with Burson Latino on Oct. 6, 2015

StudioB & Festival of Media LATAM

We were proud to help our client, the Festival of Media, with their LATAM-focused conference in Miami last week. While there, our StudioB Miami team had the opportunity to speak with three industry leaders from Instagram, L’Oreal and LinkedIn on their insights into the future for their respective brands. Take a look below!