What: Advertising veterans Jorge Moya, Carla Trum Mercado and Federico Mejer have founded sociedAD, a new cross-disciplinary agency that offers full-service advertising and public relations capabilities aimed at Hispanic consumers.
Why it matters: Clients Include HBO Latino, ITT Technical Institute and MilkPEP. sociedAD is a partnership with Campbell Ewald.
sociedAD, a new cross-disciplinary agency that offers full-service advertising and public relations capabilities aimed at Hispanic consumers, has been formed by advertising veterans Jorge Moya, who will serve as chief creative officer, Carla Trum Mercado and Federico Mejer, who are managing directors.
The three former executives of the recently closed Commonground/MGS formed sociedAD in partnership with Campbell Ewald, and report into Sal Taibi, President of the Campbell Ewald New York office.
sociedAD has dedicated staff of more than 20 Hispanic advertising and PR specialists, including account, strategic planning, media, creative, digital and social media professionals, in New York and Miami, with plans to expand in Detroit and Los Angeles. The agency and its clients will also have access to the full range of capabilities within the larger Campbell Ewald network.
The agency’s clients include HBO Latino, ITT Technical Institute, Palm Bay International, TGL Law and MilkPEP.
“Whether brands are looking for an integrated total market approach that effectively connects with all audiences, or a standalone Hispanic offering, sociedAD will deliver its deep cultural expertise,” said Taibi.
“sociedAD is based on the rich definition of the word in Spanish, which translates to ‘a group of people who live and interact within a cultural sphere in order to achieve some purpose of life,’” said Moya. “This sentiment precisely exemplifies our vision, how we will work together with our counterparts at Campbell Ewald, and most importantly, our valued clients. The agency is the result of our many years of working together and the passion with which we do it every day.”
The three former executives of Commonground/MGS formed sociedAD in partnership with Campbell Ewald, and report into Sal Taibi, President of the Campbell Ewald New York office.
“We’ve wanted to implement a fully-integrated total market communications approach across all our consumers for quite some time,” said Julia Kadison, CEO of MilkPEP. “The launch of sociedAD and its integration with Campbell Ewald comes at a perfect time and allows us to seamlessly and effectively connect with our most valuable consumers.”
With more than thirty years of experience in Hispanic marketing, Jorge Moya most recently served as Chief Creative Officer at Commonground/MGS. Previously, he was a co-founder of Reynardus & Moya Advertising in New York, leading creative efforts for clients such as LaSalle Bank, Pfizer and Time Warner Cable. Prior to that he was also co-founder of Vidal, Reynardus and Moya, where he provided creative stewardship to clients such as Avon, McDonald’s, General Motors, and Heineken. Moya also served as Executive Creative Director of Sosa & Associates in San Antonio where he spearheaded the team that would be named the “best creative west of the Mississippi” by Adweek. He began his career at Castor Spanish International, working his way up to head creative for Anheuser Busch, Smirnoff, Coca-Cola and Procter & Gamble.
Prior to co-founding sociedAD, Carla Trum Mercado was a Partner at Commonground/MGS and President of MGS. She has held several executive positions in the Hispanic marketing and media space, including EVP & General Manager at Siboney USA, where she led the Colgate-Palmolive and MilkPEP business, and was Vice President of Integrated Promotions at Telemundo. Currently Carla serves as a board member of AHAA, the national trade organization representing the entire Hispanic marketing, communications and media industry.
Federico Mejer also comes to sociedAD from Commonground/MGS where he served as Partner & Managing Director. Prior to that, he was a Founding Partner of REVOLUCIÓN, working with clients like Ace Hardware, American Heart Association, Chivas Regal, Citibank and Corona. Mejer also served as Hispanic Marketing Manager at Crown Imports, starting his career at Vidal, Reynardus and Moya. Federico currently serves as Vice President of the New York chapter of the Hispanic Public Relations Association.
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