IMAGES USA recently named Juan Quevedo to its management staff. Named the director of market intelligence, Quevedo brings more than twenty years of experience in analyzing consumer purchase behavior and advertising effect. The hire comes as part of a multi-tiered strategic approach developed by company executives to further develop its integrated marketing communications approach.

A native of Bogot‡, Colombia, where his research firm advised Fortune 200 companies operating in Latin America, Quevedo brings experience covering projects in diverse product categories for national brands such as Bayer, Citibank, Colgate Palmolive, Frito Lay, GlaxoSmithKline, Microsoft, Pfizer, PepsiCo and Wyeth. He has evaluated over 300 advertising campaigns for TV, radio, print, web and direct mail, testing their adaptability to different markets including U.S. Hispanics, Mexico, Brazil, Colombia, Costa Rica, Venezuela and the Andean group of nations.

About his new position, Quevedo states, "We are living in a 21st century, multicultural and multiracial nation. It is my role to help our clients understand all these segments, develop effective strategies and messages and build long-term emotional connections." Before joining IMAGES, Quevedo was director of multicultural studies at Pioneer Marketing/ Data Research Services in Atlanta. He earned a psychology degree from the University of the Andes in Bogot‡ and a degree from Columbia University Business with a focus on market research.

In other news, IMAGES USA was named the Bermuda Department of Tourism's African-American agency of record. The company launched Bermuda's first ever advertising campaign targeting African-Americans during Black History Month. The campaign comes as part of a full-service strategic and integrated marketing effort to promote leisure, group and incentive tourism by affluent African-Americans to the island of Bermuda. The campaign theme "EmbraceÉ" features a four-ad print initiative focusing on the island's African history, unmatched beauty, proximity to the East Coast and friendly citizens. IMAGES USA will incorporate the ad launch into a strategic plan to include additional marketing initiatives throughout 2005, including on-island events in partnership with selected African-American media and organizations, sponsorship of high-profile events held throughout the U.S., and support of promotional initiatives with the North American sales teams. The next leg of the campaign Ñ focusing on Bermuda's summer beach and sizzle season Ñ broke in April magazines including Odyssey Couleur, a multicultural travel magazine; and Black Enterprise, the leading African-American business publication.

And finally, the New Jersey State Police (NJSP) selected IMAGES USA as its agency of record to launch its recruitment campaign and strategically position it as a leading career choice among African-Americans, Hispanics and women. IMAGES will support NJSP recruitment efforts with a campaign that focuses on community outreach thought leadership and targeted advertising that will reach into the tri-state areas of New Jersey, New York and Pennsylvania.

In view of the perceived historical issues regarding the NJSP and minority communities, IMAGES first conducted focus groups to gain insight on concerns, needs, opportunities and wants of the target groups. With this information, the agency was able to strategically plan and implement a community outreach program that has garnered support from the state attorney general's office, key community figures, prominent faith leaders, institutions of higher learning and major media outlets.

The campaign launched with town hall-style meetings utilizing troopers who could connect with the target segments, answer questions and share their personal experiences. To further engage the audience, a NJSP immersion video was developed and shown during outreach events that featured minority troopers speaking directly about the benefits of being a state trooper, and how the job allows them the opportunity to serve their community.