Two of Miami’s most experienced advertising industry professionals, Anuca Valverde and Len Dugow, join us for a deep dive into the core principles of advertising.
In this episode we discuss the makings of a great ad, address the most common mistakes that realtors make in their advertising, and teach you how to apply Madison Avenue-thinking to your next marketing campaign.
About Our Guests:
VP of Marketing, Cervera Real Estate
Anuca is one of South Florida’s most experienced and knowledgeable real estate marketing professionals. Her expertise extends from Search Engine Optimization (SEO), and other aspects of the “new media” to direct marketing programs and traditional print, broadcast, and outdoor media. She understands how to guide organizations in developing effective strategic marketing plans and she knows how to reach consumers, influence behaviors and deliver positive returns on marketing investments.
Drawing on more than 30 years of marketing, advertising and sales experience in New York, Paris, D.C. and Miami - Valverde provides both strategic guidance and tactical implementation for Cervera Real Estate’s international and domestic operations. In reaching the Latin American, European and U.S. markets - both Anglo and Hispanics – Valverde has effectively communicated with billions of people using all media types. A dedicated team player, Valverde is fluent in English, Spanish, French with comprehension skills in Italian and Portuguese.
Prior to joining Cervera Real Estate in 2006 – where she has built a successful advertising and marketing department – Valverde was owner of Valverde & Associates and co-owner of its successor, Valverde & Rodriguez. In leading those Coral Gables-based Marketing firms for more than two decades, she became familiar with a wide range of industries, including real estate, tourism, technology and education. Her client roster included developers Codina Group, Swire Properties and Florida Tourism for US Hispanic-Latin American markets, McDonald’s local franchises Hispanic markets, plus technology companies Conectadas and Conectron. She also participated in the formation of Miami Beach Tourism Federation, the foundation to the Greater Miami and the Beaches Convention and Visitor Authority and the Beacon Council economic development organization. She was honored with Addy Awards for a real estate campaigns.
Valverde earned a Bachelor of Science in Business from Georgetown University in Washington, D.C., where she founded a student chapter of the American Advertising Federation (AAF) and the Georgetown University Marketing Society. She later took post-graduate studies in art history at La Sorbonne; Paris, France; finance and economics at Florida International University, Miami. She also completed studies in communication, management and coaching at the University of Miami and SEO training from the Direct Marketing Association. She is a licensed Florida real estate agent.
President & Chief Creative Officer, LGD Communications
Len Dugow, President & Chief Creative Officer, honed his craft decades ago in Manhattan. Beginning in the early 1990s, Dugow developed an acknowledged expertise in the marketing of residential real estate, mixed-use, resorts, hotels and travel for the country’s most prominent brands.
Three decades on, LGD boasts a diverse client base ranging from local businesses to global brands in a variety of industries. All benefit from LGD’s strategic, creative solutions that place an emphasis on cohesive, multi-channel branding across all media platforms, from traditional to digital.
LGD Communications had its origins in Manhattan in the late 1980s, working on a wide range of accounts from Hollywood blockbusters, Major League Baseball and HBO to national brands like Lever Brothers, Nestlé and more. It was its real estate accounts, however, that became the agency’s main focus, including the marketing of retail and commercial properties, and the full gamut of residential offerings, from rentals to townhomes, condominiums, condo conversions and condominiums with branded hotel services.
By the late 1990s, with key staff spending a more and more time on high-profile projects in South Florida, a satellite office was opened in Miami, eventually growing to become the home office of LGD Communications.
The Miami Real Estate Podcast is brought to you by the Cervera Newsroom and the in-house marketing department at Cervera Real Estate, a Miami-based family owned and operated brokerage founded in 1969.
In the Cervera Newsroom, we complement five decades of experience selling Miami real estate with talent and technology for today’s marketplace. From expertise in traditional and digital media to top-tier creative talent and innovative tech resources, Cervera's brand marketing platform is designed to ensure the success of our associates -- and the clients we serve -- in today's fast-paced, competitive marketplace.
To explore a real estate career with Cervera, visit CerveraCareers.com.
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