Federico Mejer


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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descarga (13)Alejandro Rodriguez, until recently SVP Advertising Services at Orange Network Americas is the new CEO USA of Eikon Digital, a digital marketing service provider and agency. Kate Canel was another recent senior hire at Eikon Digital in the United States. Canel covers both the U.S. Hispanic and pan-regional markets. Other recent hires include David Hoover, VP at Eikon Digital. Eikon’s main executives are Julian Jaramillo (CEO Colombia), Victorio Lorandi (CEO Mexico) and Alejandro Rodriguez (CEO USA).

descarga (9)Rocket Fuel Inc., a provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, has announced that Dave Sankaran has been appointed as the company’s
Chief Financial Officer.Mr. Sankaran brings more than 20 years of experience to this key role at Rocket Fuel, including extensive experience in the software and internet services industries, as well as a mix of operating and financial management experience with high-growth companies.Mr. Sankaran’s experience includes serving as Chief Executive Officer and Chief Financial Officer of SupportSpace, Inc. Previously, he served as Executive Vice President and Chief Financial Officer for Nighthawk Radiology, Inc. Prior to his SaaS leadership roles, he served as the Senior Vice President and Chief Financial Officer for Accelrys, Inc..

AP&P Solutions, a provider of integrated Digital and Traditional Media Solutions, announced the appointment of Mike Cano as President. In his new role, Cano will lead the company including its Out-of-Home/In-Store Digital TV Network, Print, Online, Mobile and Events.

images“Fusion Live,” the nightly 8 pm newscast anchored by Mariana Atencio and Pedro Andrade, has been cancelled. The show’s cancellation means there will be some layoffs and staff reorganization.Javier Guzmán, the show’s Executive Producer, is leaving the network, while the anchors Mariana and Pedro will be moved to other show units.Javier Guzman has been a dedicated champion of Fusion over the past year and a half.

321122Sizmek Inc. has appointed Liz Ritzcovan as Global CRO. Ritzcovan joins Sizmek from Parade Media Group, part of Advance Publications /Conde Nast, where she served as CRO overseeing sales, marketing & creative teams. Liz brings a wealth of global sales management and media experience to Sizmek.Prior to Parade Media Group, Ritzcovan served as the VP Strategy &Marketing Solutions at Yahoo. Before Yahoo!, she served as VP Corporate Sales, Digital at Time Inc. Ritzcovan will join the company as of December 16, 2014. She will be based out of New York, Sizmek’s center of operations, reporting directly to Sizmek’s CEO and President, Neil Nguyen.

descargaLapiz, a Chicago-based advertising agency, has promoted Lizette Morazzani to creative director.Morazzani has 12 years of experience in copywriting and has been part of Lapiz for the past two years. As creative director, she will oversee creative for client brands including Purina, WhiteWave Silk and RE/MAX. Morazzani will report directly to Lapiz Executive Creative Director Fabio Seidl.Prior to Lapiz, Morazzani built her career at JWT San Juan where she was an Associate Creative Director. She is originally from San Juan, Puerto Rico.

POIThe Hispanic Public Relations Association’s New York Chapter has announced the 2015 Executive Board elected by its members:



Mendez, Amor, Potez y Ramirez
Mendez, Amor,Mejer, Potez y Ramirez

Maria Amor, vice president at FORMULATIN, will lead the organization as President, after having served as the organization’s Secretary in 2014.

Federico Mejer, partner at CommongroundMGS, and Veronica Potes, manager of network partners and client solutions at E!, will fill the Vice President roles.

Maria J. Ramirez, director at FORMULATIN will make her board debut as Secretary.

Former committee member Julie Mendez, senior director at Tractenberg & Co, will take on Treasury duties.

Sisko-Anthony Cruz, communication and multicultural marketing generalist, Walter Godinez, integrated marketing at Toyota, and Erika Sanchez, communication specialist will continue to lead committee efforts in 2015. Their responsibilities will include supporting marketing, member communication, professional development, event planning, and networking for the organization.

descarga (1)Johnson & Johnson has appointed former Procter & Gamble president Jorge Mesquita as the worldwide chairman of its consumer companies to be effective December 15. He will oversee brands such as Neutrogena, Clean & Clear, Listerine, Sudafed and Benadryl.Mesquita joined P&G in 1984 leading major units in the Home Care, Fabric Care and Pet Categories. He became the group president for new business creation and innovation in 2012.In his new role at Johnson & Johnson, Mesquita will lead the consumer group operating committee and will serve on the company’s management committee.He will report to Sandi Peterson, the worldwide chair, and replace Lynn Pendergrass, who left the company back in May.Neil Stewart, Maxus Global’s chief client officer, is leaving the company in January to take on a new role at Facebook.After six years at Maxus, first as chief executive of Asia Pacific and since September last year, as global chief client officer, Peterson will join Facebook as head of agency in the APAC region.There are currently no plans to directly replace the global chief client officer role at Maxus.

descarga (2)Media sales veteran Rosy Marin will depart her post as Chief Revenue Officer at Pulpo Media, ten months after assuming the post.Previously, she held sales post at NBC Universal / Telemundo and Univision Communications. Her future plans are unconfirmed at this time.



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