Gustavo Razzetti

Gustavo Razzetti

EVP, Managing Director

Lapiz

Gustavo Razzetti is EVP, Managing Director of Lapiz, the Latino shop of Leo Burnett. He has 20+ years of experience in integrated marketing communications in U.S. and Latin American markets.

A change agent, with the expertise of transforming agencies into digital at the core shops, Razzetti has become one of the leading voices when it comes to understanding the new market dynamics of US Latinos.

Former Chief Strategy & Engagement Officer at Grupo Gallegos, president of GlobalHue NY and CEO of Euro RSCG Latino. Razzetti's career is marked by extensive experience working with top consumer brands such as Comcast, Walgreens, Verizon, Nestlé, Chivas Regal, General Motors, Coca-Cola, and BBVA, and 200 others. He also served as CEO of Euro RSCG both in Puerto Rico and in Argentina. Prior to that, Gustavo was CEO and founding partner of WhyNet - the no. 1 interactive agency in Argentina.

Strategist by conviction, digital pioneer by choice, leader by evolution; Razzetti has received recognitions that include Effie awards, Gran Prix AMBA, Euro RSCG's CBI Award, and Strategic Planning Director of the Year, McCann Erickson. Many of the campaigns he strategically led won Cannes, Clio, New York Festival, London, and FIAP awards, among others.

On a personal note, Gustavo loves scuba diving, bicycling, gourmet cooking, and fine wines.

RECENT ARTICLES BY GUSTAVO RAZZETTI

latin-business

Unleashing the Latino Entrepreneurial Spirit

Aug 6, 2013 - There's no doubt that a new breed of entrepreneurs is emerging, and multicultural business owners are catering to the changing tastes and influences... Comments

mashable

Why Mashable Latino Makes Sense

May 9, 2013 - How developing a space that leverages Latino culture to attract both Hispanic and mainstream audiences could benefit Latinos. Comments

vaticancity

Latino Marketing Lessons From the Pope

Mar 19, 2013 - When the white smoke poured out of the Sistine Chapel it wasn't simply the announcement of a new pope, but it also ignited a strong Latino reaction... Comments

bad-luck-facebook

The Future of Latinos and Social Media

Feb 26, 2013 - People don't engage with brands, people engage with a purpose. And the most successful case studies are precisely those that embrace this approach. Comments

latino-shop-lapiz

Why Latinos Are Leading Retail Trends

Jan 29, 2013 - Five ways to market to Latino social shoppers. Comments

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Social Media Is Becoming Useful, Finally

Dec 25, 2012 - A new tool is looking to change your social media experience by allowing you to pull and save parts of the web that you care about. Comments

dreaming

Permission to Dream: A Latino-Inclusive Marketing Approach

Dec 11, 2012 - Brands need to address (and show) the growing influence that Latinos and other emerging cultures are playing. Comments

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Latino: The New Language of Rolling Stone

Nov 13, 2012 - Brands that want to engage with Latinos need to create, not simply communicate and they need to embrace that culture and be part of it. Comments

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Limitless Mobile Latinos: A Segmentation Approach

Oct 30, 2012 - Marketers can't continue to approach the mobile Latino as a monolithic consumer anymore. Comments

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Aspiring Celebrities: Latino Bloggers and the Art of Storytelling

Oct 2, 2012 - At the end of the day, bloggers' stories impact consumers' lives. Comments

Latinosphere: Marketing With Latinos in the Age of Digital

Aug 14, 2012 - In today's world there is an ongoing dialogue online - we are marketing "with" people, not simply talking "to" consumers. Comments

latinosamericandreamalive

Will Latinos Keep the American Dream Alive?

Jul 31, 2012 - The increase of Latino youth is fueling America's economic growth. Comments

Between Social Bragging and Utility Lies Pinterest

Jul 17, 2012 - Six ways marketers can leverage the Latino opportunity on Pinterest. Comments

Latinosphere: A Young and Mobile Emerging Market

Jul 3, 2012 - If you want to win with the emerging Latinosphere market, your mobile experience should empower Latinos allowing them to take the lead rather than follow... Comments

Latino Chameleons: The Changing Colors of Social Media

Jun 19, 2012 - Brands and marketers need to understand the changing and adaptive behavior of Latinos, and need to follow the same flexible approach. Comments

The Cultural Chameleon: Latinas Living in America

Jun 5, 2012 - In order to play a more important role in society, Latinas are embracing an American lifestyle while also dealing with their Latino roots. Comments

Latinos Are Fighting for Content

May 22, 2012 - Univision, Telemundo, Estrella TV, and MundoFox develop new programming to win audiences and advertisers. Comments

Latino Media at War

May 21, 2012 - News from the upfront lines of the Latino digital battlefield. Comments

Latino Vote Could Use Some Marketing Help

May 8, 2012 - Three areas that need to be addressed to win the Latino vote during the 2012 presidential election. Comments

The Acceleration of Latinos

Apr 13, 2012 - "It's not about talking to a specific segment or using a specific language, it's about connecting to human values," infers PepsiCo's director of cultural... Comments

The Day Latinos Told the Truth

Apr 12, 2012 - Creatives gathered around an interesting topic: the challenge of selling breakthrough Latino creative. Comments

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