Octagon has named Matt Neidl to the position of group director of its multicultural marketing division.

Allstate, The Home Depot and Sprint are among the companies Octagon works with on multicultural marketing campaigns.

Neidl has 10 years of experience working with brands to engage multicultural audiences. Most recently, he worked for Latinsphere Experiential in California where he was the director of experiential marketing. There he worked with such clients as Disney, XM Radio and ESPN Deportes. His responsibilities included developing experiential, retail and promotional programs and CRM campaigns that focused on lead-generation, on-line marketing and direct mail.

Prior to that, Neidl held various account positions with The Bravo Group and Mendoza Dillon y Asociados, both part of the Y&R Brands communications agency network. Clients included Kraft Foods, U.S. Postal Service, Mazda, and Miller Brewing. He also worked in the retail, broadcast, telecommunications and financial services categories, Octagon said.

The post took effect May 26. His predecessor left Octagon last year.

Neidl will report to David Parkes, senior vice president of Octagon’s Marketing Solutions Group.

“As we are all aware, we live in a marketplace that's controlled by the consumer. As such, brands need to establish and create a one-to-one relationship with the marketplace,” Neidl said in a statement.

Neidl earned his bachelor’s degree in business management and marketing communications from Universidad San Francisco in his native Quito, Ecuador. He was managing partner and event marketing director of a marketing promotional consulting firm in Quito where he serviced clients in the pharmaceutical, petroleum and beverage segments.

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