Women In The Workplace: Bringing Vision, Passion, And Her Inspiration To Hispanic Marketing

One of the country's preeminent authorities on the U.S. Hispanic market. Daisy Exposito is president and chief creative officer of the Bravo Group, the leading Hispanic advertising agency in the U.S., and a member of the Young and Rubicam group of companies.

An inspirational and influential force in a company that specializes in cultural marketing -- Exposito admits to being extremely militant when it comes to understanding and defining marketing for the U .S. Hispanic population -- the fifth-largest Spanish-speaking population in the world.

DEFINING DIVERSITY

"To me. diversity is another word for enrichment." said Exposito. "It represents multi-culturalism, which has been the driving force in shaping today's America -- the first country to undergo self-globalization."

Exposito sees the Nation as peopled by citizens of different ethnic and cultural backgrounds -- adding that "the different values and attitudes instilled in them are part of a long heritage, which only adds to the richness of their singular contribution." These values. she noted, are the fabric of America. "The challenge." according to Daisy Exposito. "is to find acceptance in spite of the differences, to reach understanding, and seek a common denominator."

The Bravo Group. for which Exposito serves as President and CEO, is comprised of about 200 employees, the majority of whom are of Latino descent. All the Spanish-speaking countries are represented. "Our culture is reflected everywhere in our company, and we bring a direct benefit to the community we represent," Exposito stated.

While this influential and committed lady heads up a company that specializes in multi-cultural marketing, the Bravo Group is not actually minority-owned. Addressing that issue, Ms. Exposito defined what makes a company a minority business:

"The value you bring to the industry, the individuals you employ, and the benefits you provide to the community which you service -- makes a company a "minority business."

A PERSONAL JOURNEY

When she wits a child, her family emigrated from Cuba to the United States. Exposito reflects that as a child she saw the birth of a revolution and its social impact. Coming to this country in the 1960's, when America wits fighting for many civil rights -- she was a monolingual child living her own personal odyssey. And today. this eminently successful lady points with pride to the fact that those childhood experiences have made her what she is: an American of diverse background.

"Very much an American," she emphasizes. "But equally Cuban -- with all which that implies as far as the Spanish and African and as well, to the Mediterranean zest of life. America has allowed me to live an adventure." And Exposito adds, "What other country in the world, may I ask, encourages and respects so many influences?"

CORPORATE ACHIEVER

As a member of the Latino community, energetic and articulate as well as inspirational to all who meet her, Ms. Exposito is keenly aware that as a member of the Latino community, her stewardship (at the helm of the Bravo Group) is an enormous responsibility. Bravo is the leading Hispanic advertising agency in the U.S. Having joined Bravo as Creative Director in 1981. she was named Senior Vice-President and General Manager a few years after, and then assumed her current position in 1990. Bravo celebrates its 20th anniversary in the year 2000.

Bravo clients include: AT&T; Kraft Foods, Inc.; Bank of American; the United States Postal Service; American Home Products; Blockbuster; and Clorox among others.

As one of the country's preeminent authorities on the U.S. Hispanic market. Ms. Exposito is frequently consulted on the future of Hispanic marketing communications. She serves on the boards of the AAAA Foundation. Women in Need Organization. International Arts Relations (INTAR), and Boy Scouts of America. She is on the board and is president-elect of AHAA (Association of Hispanic Advertising Agencies).

Among her many achievements, Daisy Exposito is the recipient of the Corporate Achiever of the Year Award presented by The National Hispanic Academy of Media Arts and Sciences (HAMAS), the Salute to Women Achievers Award presented by the YMCA, and a "Woman of Distinction" Award from the Girl Scout Council of Greater New York.

Most recently, acknowledging her outstanding contributions as a Role Model. the American Advertising Federation bestowed a coveted honor in her name. Honoree Exposito. in her acceptance speech, expressed that "Diversity is about overcoming biases, and understanding, and learning to enjoy each other. It begins to bear fruit when one ceases to be distrustful of the music the neighbors are playing, and decides to join in the dancing."

THE HISPANIC MARKET

According to the U.S. Census Bureau, the buying power of the Hispanic population in this country (more than 30 million people) will triple to $965 billion by the year 2010. Marketers in this category grow at an annual rate of 3.5 percent.

Under her leadership, the Bravo Group has grown from capitalized billings of less than $5 million in 1985 to more than $150 million in 1998. The agency has offices in New York, Miami, and San Francisco.

She is a role model indeed. But Exposito proclaims that she feels like a pioneer having worked hard at driving home a message to corporate America, long before the Hispanic market was on many marketers' radar screens. To hear her tell it, "I have simply tempered idealism with pragmatism and learned that diversity is too often the hard-earned result of a struggle against adversity."

We applaud you, Ms. Exposito. Your dedication and inspiration has raised the consciousness of America to the much-needed diversity in the advertising industry. And, your efforts with the Bravo Group have helped to pave the way liar creative aspirants in advertising in the New Millennium.

COPYRIGHT 1999 Hispanic Times Enterprises
COPYRIGHT 2000 Gale Group