Holly McGavock is the head of planning at Wing, a leading full-service marketing communications agency focused on Hispanic consumers, part of WPP’s Grey Group. In her role at the agency, Holly leads all strategic planning across Wing’s client roster, including for leading brands such as P&G’s Pantene, Downy, Cover Girl and Olay, in addition to DIRECTV, Eli Lilly, 3M, The NFL and T.J.Maxx. Just recently she was part of the team that managed Red Lobster’s entry into the Hispanic marketing space. In fact the team’s insight-led Hispanic TV creative now ranks as the 2nd highest-scoring ad in Milward Brown’s history among bicultural Hispanics. Additionally, under her strategic guidance, the creative teams at Wing have won multiple international creative awards, most recently being shortlisted at Cannes in 2013 for two separate clients.
Before joining Wing, Holly was a strategic planner at Grupo Gallegos, where she managed Hispanic media planning efforts for Target, got milk?, Fruit of the Loom and more. Prior, she was an account planner at Zubi Advertising Services, managing Hispanic media planning for Ford, American Airlines, FedEx and SC Johnson. Holly started her career in marketing at Yahoo! en Español. In addition to being a media strategist, she teaches online graduate-level multicultural marketing courses for Florida State University students and marketing professionals.
With her experience across multiple categories including automotive, airlines, CPG, dining, pharmaceuticals, retail and spirits, along with her dedication to multicultural marketing, Holly has been well positioned as an expert in communications planning to Hispanic consumers. In addition, she has won international awards, including a Silver Effie Award in the beverages non-alcohol category for California Milk Processor Board’s "Selling Health and Beauty by the Gallon," a Gold HAPE (Hispanic Account Planning Excelencia) Award for Best Integrated Campaign for California Milk Processor Board’s “Much More Than Milk” and a Gold HAPE (Hispanic Account Planning Excelencia) Award for Best Repositioning of a Product for California Milk Processor Board’s “Much More Than Milk.”
Holly has also written various published thought leadership pieces, including: Wing’s Latino Influence Project research study; as well as “Latinos Power Growth of Ultimate Fighting Championship” and “'Tantas Curvas,' But Where's The Weight Loss Industry?” both published in MediaPost. With a colleague, Holly analyzed and categorized all existing academic literature about U.S. Hispanics and used this base of research to create the “four pillars” of Hispanic identity for “The Latino Cultural Identity Project” for AHAA (Association of Hispanic Advertising Agencies). She also contributed “Testing Key Hypotheses About The U.S. Hispanic Consumer Behavior: Marketing Assumptions Or Reality?” for the book The Interface of Business and Culture and “Hispanic TV Advertising: Where did all the Mariachis Go?” for the Journal of Spanish Language Media.
Added: April 2014 • Updated: May 2014
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