Carla Trum Mercado


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.

unnamedsociedAD, 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.”

AAEAAQAAAAAAAAQ_AAAAJDAwZThhODNhLThlZTQtNDgyZi1iM2ViLTYzNmU3OGJhNmYxZAWith 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.

vmvmmvPrior 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.

3f3a09dFederico 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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Jessenia.Enriquez.Garcia.PictureJessenia Enriquez Garcia is the new Digital Director Multicultural at Maxus, the WPP owned media buying and planning agency, in Los Angeles. The Los Angeles office was established in 2011 to service primarily the Universal Studios portion of the NBCUniversal account, which Maxus was awarded in July of that year, as well as NBCU’s Focus Features division and Video on Demand offering. In July of this year it added NBCU digital duties. Jessenia Enriquez Garcia, Director of Channel Strategy, Lopez Negrete Communications. At the recent Portada Evolving America Summit at Digital Hollywood, Enriquez Garcia noted that she expects more theatrical business clients marketing to multicultural audiences. Garcia won the 2013 Portada Top Digital Media Professional of the year award.

2a918feAugusto Valente will be overseeing Batanga Media‘s just spun off Performance Advertising Business. The new unit is called Groovit Digital. Valente is based in Buenos Aires, Argentina.



descargaAHAA: The Voice of Hispanic Marketing has elected two new members to its Board of Directors: Carla Trum Mercado, Partner, CommonGroundMGS and Marco Lopez, Executive Vice President – Partner, elemento L2. As new board members, both will work closely with AHAA’s governing bodies and Executive Director Horacio Gavilan to support the organization’s advocacy initiatives and thought leadership strategies designed to increase corporate investment in Hispanic and multicultural marketing.

carla-trum-mercado-300x429Mercado, a Hispanic marketing veteran with more than twenty-five years of professional experience, assumed the presidency of MGS Advertising in 2013 and now serves in a senior leadership role at CommonGroundMGS. Her previous positions at Siboney allowed her to manage international accounts, including Colgate-Palmolive, Pepsi-Cola, Got Milk?, Bristol-Myers Squibb, Clairol, Payless, Citibank, and HBO among others. She was also Vice President of Promotions & Sales Support for Telemundo Network.

MarcoLopez1Mr. Lopez currently leads the strategic vision of the elemento – L2, which aims to reach the multicultural market through Digital, Public Relations and Shopper Marketing, and counts on a strong roster of clients, such as Coca-Cola, Target, Barcel, Brown Forman, Get Covered Illinois, and Nike. Prior to elemento – L2, Mr. Lopez led Publicis Groupe’s Relay, PBJS and MSL’s multicultural departments. In addition, he was Director of Diversity Marketing for SBC Communications (now AT&T).

15336_468Alterna’TV, a subsidiary of Eutelsat Americas based in Miami, has announced the appointment of Roberto Perez as Senior Director, Marketing and Distribution, for the United States, Canada and Mexico. The announcement was made today by Aymeric Genty, the new CEO of Alterna‘TV.Perez brings nearly a decade of marketing and distribution experience with America’s largest cable and satellite service providers to his new role with Alterna’TV, having worked for DirecTV, Comcast and Cox Communications.As Senior Director, Marketing and Distribution for the U.S., Canada and Mexico, Perez will be responsible for increasing carriage and enhancing market penetration for the suite of channels and networks represented by Alterna’TV in North America and Mexico.Perez joins Alterna’TV after serving as a Retention Consultant for DirecTV in El Segundo, CA. Prior to this, he was Director of Marketing at Comcast, a post he held since 2010. Previously, Perez worked as a Multicultural Marketing Strategist for Cox Communications (2007 to 2010) A graduate of Universidad Católica Andrés Bello (UCAB) in Caracas, Venezuela, Perez earned a Master’s degree in Business Administration from Atlanta’s Oglethorpe University.

descargaSalvador Rodríguez has been named Silicon Valley Correspondent for the International Business Times, based in the San Francisco Bay Area. Prior to his move to Northern California, Sal spent two years as a technology staff writer at the Los Angeles Times. He is also a co-founder and Publisher of the online publication Downtown Devil.

jwJake Wheeler joins la comunidad, a part of SapientNitro, as Creative Director. Jake brings with him more than a decade of creative leadership in content and campaign development across both digital and traditional channels. Based in Miami, he will report directly to Jose Molla and Joaquin Molla, Chief Creative Officers at la comunidad. Wheeler joins la comunidad from Grey New York where he led the Volvo North America business as Executive Creative Director. Prior to Grey, he served as Creative Director at SapientNitro.Wheeler also oversaw key projects for Bacardi, Tag Heuer, and Microsoft in China.

bg_profile_laboralCarlos Calancha has joined MediaCom as the new CEO for its operation in Puerto Rico. He joins after several years working for Grey, first in Puerto Rico, followed by regional roles and most recently over three years as COO of Grey Peru.Carlos has lead the digitalisation of the product portfolio for clients like Aje Group (including beverages Big Cola and Cifruit), P&G, PayPal and Derco (including Mazda and Suzuki) and strengthening other specialised areas such as BTL, Shopper and Production. His goal at MediaCom will be to continue developing the already solid operation in Puerto Rico and take it to the next level in terms of growth and new business generation, in addition to consolidating the position of leaders in Digital Media and MBA.

09af8f0Roxanne García-Bell is leaving her position as Director, South Region of NBC News after a 20-year career with the company. Her last official day is Tuesday, December 9.Based in Atlanta,roxanne says she opted to leave when NBC moved the position to Miami.Prior to her promotion to Region Director and move to Atlanta in 2012, she was Deputy Director, North Region, based in New York. She was previously NBC News Bureau Chief in NY and also spent 6 years as a producer for NBC Nightly News.Before joining NBC, she worked for Telemundo as a special projects producer.

1da94fbGap’s global chief marketing officer Seth Farbman is leaving the company in the New Year, after three-year in which he led an overhaul of the brand’s marketing strategy.Farbman, a former ad agency exec at Ogilvy, will reportedly leave his role on 31 January, although he is expected to remain in place for an extended period in a consultancy guise.Since joining, Farbman launched Gap’s first global marketing campaigns. More recently, its ‘Dress Normal’ ads starring celebrities such as actresses Anjelica Huston and Elisabeth Moss. Last month, Gap cut its full-year earnings, leading to a near-5% fall in its share price.Farbman is the latest in a series of high-profile departures at the brand: in October, CEO Glenn Murphy announced he would be leaving in February, while senior global director-marketing communications Marcela Aguilar left in September to join Apple.

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