Collage Group Names Cultural Strategy Leader

US-based Collage Group, which provides cultural intelligence about diverse consumers, has appointed Victor Paredes as Executive Director of Cultural Strategy.

In addition to race and ethnicity, Collage Group develops consumer insights across generation, sexual identity and gender, with a focus on high-growth consumer segments. In March, the firm launched a syndicated Parents & Kids Cultural Intelligence Program, to provide brands with the insights they need to engage with parents and kids across race and ethnicity.

Paredes (pictured) joins from ad agency Lopez Negrete Communications, where he was Executive Director of Account Planning, helping establish cultural intelligence in marketing. Prior to this he worked for multicultural agency UWG as VP, Creative & Content Strategy; for marcoms agency Grey/Wing as Director of Strategy; Latin culture company Remezcla as Strategy & Business Development; and boutique ad agency Spike DDB as MD. Throughout his career, Paredes has led multidisciplinary teams of strategy, digital, media, promotions and PR specialists in building integrated marketing strategies and platforms.

In his new role, Paredes will use his expertise in inclusive marketing and advertising in combination with Collage's proprietary data and insights, to support clients. Group CEO and co-founder David Wellisch comments: 'Vic will provide contextualized, strategic direction and advice to our members, putting them in position to effectively translate Collage insights and data into actions. Vic will make sure to accelerate our members' journey to achieve 'cultural fluency' - the organizational capacity to efficiently and effectively use culture to connect across different consumer segments'.

The firm, which recently raised $25m in growth capital, is online at www.collagegroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.