Michael Saray is the President of Michael Saray Hispanic Marketing, a full service strategic and creative agency dedicated to helping companies or their agencies in the Hispanic market. Michael has more than 20 years of experience in the printing, publishing, and agency industries, specifically in marketing, sales management and direct marketing. One of the first direct marketers to enter the Hispanic market, Michael has spent the past fifteen years, focused on all aspects of direct marketing to U.S. and Latin American Hispanics.
During this period, he has acquired more than 600,000 new customers or leads from U.S. and Latin markets, generating more than $30 million through direct marketing activities. His roster of experience includes Capital One, U.S. Army, International Masters Publishers, AOL Latino, AEGON, Harland, 21st Century Insurance, GEICO, Rosetta Stone, Allstate, The Hartford, World Wildlife Fund, Guaranteed Trust Life and Intersections.
Michael has extensive experience in all aspects of Latino direct marketing, including research, business and strategic planning, campaign strategy, planning and implementation, list selection, acquisition and data base management, creative, production and fulfillment. This experience has been gained through all direct channels: Internet, DRTV, mail, and telemarketing.
Now a U.S. Citizen, but originally from Canada, Michael believes he has fully immersed himself into the Latino culture when it comes to direct marketing. He has successfully started direct mail businesses in Mexico, Chile and Argentina. In addition, Michael has handled a multitude of successful direct marketing programs targeted to U.S. Hispanics, introducing new products and generating response and retention rates greatly above the general market average rates.
While there are basic direct marketing rules that apply to all markets, Michael has developed a deep sense of the differences that are necessary for effective, sensitive and in-culture direct marketing to Latinos. He is passionate about the market and believes that it is far more important than the next business opportunity. Hispanics are a key component of America’s new cultural stew and will permanently change how we view ourselves. This is reflected in both his presentations and his work style where he applies an analytic approach to cultural and language issues
Michael has spoken at four consecutive DMA Annuals, several Directo Days as well as Directo sponsored webinars. He has lectured at both NYU and FIU and currently serves on the Advisory Board of Center for Hispanic Marketing Communication at Florida State University. This year he has also judged at the Ad Age Hispanic Awards and the Premios Painini, the Mexican DMA awards. Michael has been involved with Directo since 1995 and is a past Chair of the Operating Committee. He served as Chair for the 2003 and 2004 Directo Days conference, and is again in this role for 2006. Recently, Michael led the Directo effort in fielding the DMA Hispanics and Direct Marketing Survey, recently released. He has been frequently quoted or featured in magazines such as DM News, ANA’s The Advertiser, Target Marketing, Advertising Age, Hispanicad.com, Hispanic Business, Marketing&Medios, Hispanic Market Weekly, Response Magazine, Portada, Deliver, Printing News, Non Profit Times and iMedia.com.
Michael has a Bachelor of Commerce from McGill University and a MBA from the Richard Ivey School of Business, University of Western Ontario. Languages include Spanish and French.