Regina O'Brien; Senior director-national advertising and marketing communications Comcast Corp.(Special Report: Hispanic Creative Advertising Awar)

Advertising Age, September, 2006 by Wentz, Laurel

Byline: laurel wentz

Regina O'brien knows Comcast's messages are consistent and on target because she's the rare client who's responsible for both the Hispanic and the general markets-and is Hispanic herself.

A self-described stickler for strategy, the 35-year-old says her customers are all looking for basically the same things: more choices, quality programming and value. Hispanics tend to consume both Spanish- and English-language media (who doesn't watch "American Idol''?), so she makes sure Comcast Corp. uses the same voice even if the language changes.

Sometimes the insight is very Hispanic, as in two Comcast CableLatino TV spots honored this year. Other times it translates well, such as the Gold-winning magazine ad that's endless...

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