MEDIA EXECUTIVE

摘要

In early 2011, General Motors was looking for creative ways to position its Buick brand among U.S. His-panics, something it had never done before. But executives at the automaker didn't know quite well how to go about it. Enter Lia Silkworth and her team at Tapestry, the nation's largest multicultural media agency. Silkworth and her team proposed taking Buick through exciting - though uncharted - territory: Through a nontraditional media buy, the brand became a centerpiece of Univision's successful telenovela Eva Luna, which not only put Buick front and center, but weaved it in a way that became a crucial part of the story.