Keynote Speaker
Monday General Session, July 19
Kelly McDonald

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The world has changed since Wanda Frey Joiner launched Quota International 85 years ago, and Quota clubs worldwide are facing unique challenges in expanding their membership bases. Marketing and advertising expert Kelly McDonald shared strategies that can help clubs cultivate new members during her Convention 2004 keynote presentation, "The Times They Area A-Changin': How to Market to People Who are Not Like You."

Kelly, who possesses 20 years experience, has worked in top positions for several global agencies, including Young & Rubicam, TBWA Chiat/Day and Temerlin McCain before making the move to Latino advertising and marketing. Working with clients including Nissan, Toyota, Subaru, Kimberly-Clark, Bank One, Alltel and Budweiser, Kelly has helped clients grow business by targeting U.S. Latinos strategically and creatively.

Kelly was drawn to the Hispanic culture 20 years ago when she left her home town of Milwaukee, Wisconsin, and moved to Albuquerque, New Mexico. Kelly describes the experience as completely eye-opening.

"You know the scene in the Wizard of Oz where Dorothy opens the door of her house and suddenly the film goes from black and white to color? That's what moving to Albuquerque and immersing myself in Latino culture was like—suddenly, my world was filled with color."

It wasn't until Kelly worked for Ornelas, one of the country's top Latino ad agencies that she was exposed to the nuances of Latino culture—from weddings, funerals, and births, to holiday traditions, language differences, food, and more.

Her love for the Latino culture extends beyond business: For years, Kelly, as a volunteer, has taught English as a Second Language to Latinos. Additionally, Kelly and her husband travel extensively throughout Mexico, and her mother has lived in Mexico for 15 years.

Kelly's dream is to educate American businesses and organizations about the potential of cultivating Latino consumers and share marketing insights about reaching Latinos emotionally, rationally, and with cultural relevance.

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