Karin Onsager Birch
For Karin Onsager-Birch, CCO of FBC West, the annual edition of the Culture Marketing Council (CMC), the Voice of Hispanic Marketing, turned out to be triumphant and educational. “There was a ton of learning involved. Coming from the general market as I do, it was educational to hear the different speakers, different points of view and some of the industry challenges.” Onsager-Birch leads a Total Market agency serving such important clients such as Clorox and Levi’s. “We are increasingly heading toward hybrid business models and hybrid communications,” she said. “All the more so as the general market becomes more multicultural, and we see how the Hispanic market is also penetrating the general market.” She is pleased that the CMC analyzed general market performance by including the Hispanic industry and the hiring of Latino talent in order to offer clients an intrinsically complete package.
