Ad Shop Flexes Creative Muscle, Adds Four to Growing, Award-Winning Team

Ad Shop Flexes Creative Muscle, Adds Four to Growing, Award-Winning Team

Garcia joins from Bromley, Marin comes aboard via AC&M Group, Paz and Sanchez enlist from Vidal


NEW YORK, Dec. 9 /PRNewswire-HISPANIC PR WIRE/ — Adrenalina, a leading multicultural advertising and marketing agency that is part of the MDC Partners network, announced the creative team hires today of Mauricio Garcia, Juan Marin, Fernando Paz and Hugo Sanchez.

All four appointments are effective immediately with Garcia and Marin joining as visual geniuses — the job title for art director at Adrenalina, Paz coming aboard as a senior visual genius and Sanchez signing on as a senior content genius — the job title at the ad shop for copywriter. All will report to Victor Zeiris, executive creative director, Adrenalina.

The creative foursome are the newest in a burgeoning list of hires aimed at pumping up the creative strength at the agency, which in the past 12 months has bolstered its powerhouse team with five additional key hires including:

– Carlos Perez, who joined as associate creative experience director from Alma DDB, San Francisco, where he served as associate creative director;

– Ivar Rodriguez, who has come aboard as an associate creative experience director from AIM, Alternative and Innovative Marketing, San Diego, where he worked as a senior copywriter;

– Ismael Diaz, who signed on as visual genius from Euro RSCG, Mexico City, where he was associate creative director;

– Julian Garcia, who was enlisted as content genius from Inspire!, Dallas, where he worked as a copywriter; and

– Rafa Castello, who was hired as a visual genius from Pentagram Design, New York, where he served as a designer.

“The team we have assembled brings together the creativity, energy and passion that breeds the kind of fresh, culturally-progressive work that only a group who is driven, fearless and innovative can generate,” said Zeiris.

Added Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina: “This growing team of young guns comprises some of the best and brightest creative talent producing cross-platform advertising and marketing today,” he said, noting, “They know no boundaries and their work is artfully brilliant, both creatively and strategically. We expect their contributions to further bolster the growth of our clients and of the agency.”

Ongoing expansion of the ad shop’s creative team comes as Adrenalina continues its client-centric effort, launched earlier this year and designed to enhance branding, creative, digital and strategic services as part of a wider growth plan aimed at building an agency primed to meet the changing needs of existing and prospective clients. Among today’s appointments:

Mauricio Garcia becomes a visual genius of Adrenalina, joining the designated creative team for new business and specializing in digital innovation. He comes to the ad shop after serving nearly two years as art director of the former office of Bromley Communications, New York, working with brands and clients such as Dawn, Always (Procter & Gamble); Nexium, Pulmicort (AstraZeneca); Babies R Us, Secure Horizons, United Healthcare, BMW; Citibank, Evercare and Scholastic.

Mauricio Garcia previously was an art director of Winglatino, New York, serving brands and clients including, Pantene, Febreze, Clairol, CoverGirl and Downy (Procter & Gamble); Kmart, Ueta/Diageo, Goya and Eli Lilly. He has a bachelor’s degree in fine arts from the Fashion Institute of Technology, State University of New York.

Marin comes to Adrenalina from AC&M Group, Charlotte, N.C., where he worked as design director of the marketing and communications firm. Previously, he worked for five years as senior designer of Enventys, a product development firm in Charlotte, N.C., working with clients such as Baskin-Robbins, Family Dollar and Comex. He graduated magna cum laude with a bachelor’s degree in communication arts with a concentration in graphic design from the Savannah College of Art & Design in Georgia.

At Adrenalina, Marin will work alongside new hires Paz and Sanchez, the award-winning, senior visual genius (art director) and content genius (copywriter) duo who come to the agency from The Vidal Partnership, New York, to create a promotions and action marketing program for Heineken USA’s Tecate brand.

Paz comes to the ad shop after working more than three years at Vidal on brands including Wendy’s, Heineken, Home Depot, Trident, Greyhound and the Ad Council. His career as an art director spans nearly a decade, working at prominent agencies in Mexico City, including Recreo Comunicacion, GibertEsedos, Esedos Mexico, Ogilvy & Mather and Lowe Lintas & Partners. He has a bachelor’s degree in advertising from Universidad de la Comunicacion, S.C., Mexico City.

Prior to joining Adrenalina, Paz and his creative partner, Sanchez, worked together on the same business at Vidal for nearly two years with Sanchez handling copywriting duties.

Sanchez’ career also includes copywriting stints at top Mexico City ad shops such as Z Publicidad (Volkswagen, Mundet, Coca-Cola and Interjet); JWT (Ford Motor Co., Coca-Cola, Nestle); and Esedos Mexico, now Recreo (Cartoon Network, Home Depot, AeroMexico, Don Pedro, Coca-Cola, among others). Additionally, he worked as a copywriter at The Farm, Madrid, Spain.

The dynamic Mexican duo of Sanchez and Paz have acquired an impressive list of awards including more than a dozen creative and industry honors such as the Advertising Age Hispanic Creative Advertising Awards, El Sol Festival de San Sebastian (Festival Iberoamericano de la Comunicacion Publicitaria), Circulo de Oro (Circulo Creativo de Mexico), FIAP, among others.

All four of the new creative hires join a team of Adrenalina talent that includes industry veteran Perez, who together with Zeiris and the team provides the vision and conceptual inspiration for visually and culturally creative work and messaging that generates emotional connections between clients’ brands and consumers.

Perez is considered one of the most awarded and recognized creative minds in Latin America and in his home country, Colombia. In his 12-year career, Perez has won more than two-dozen Nova National awards in Colombia and some 20 international awards, including the New York Festival, London International Awards, Gramado in Brazil, FIAP and El Ojo in Argentina, the Caribe Festival and Panama, among others.

As a creative director, senior art director and copywriter, Perez has led teams at top multinational advertising agencies in Colombia such as JWT, DDB and McCann-Erickson and at Hispanic ad shops including Omnicom’s LatinWorks, Austin, Texas, and GlobalHue, New York.

Perez has worked with clients and brands including Verizon Wireless; Hyundai Motor Co.; American Express, Budweiser, Bud Light (Anheuser-Busch); M&Ms, Starburst and Snickers (Mars); McDonald’s and Unilever brands.

In recent months, the Adrenalina team that began initially with the tenacious Mexican twosome of Rodriguez and Diaz has been flexing its creative muscle, garnering five consecutive industry awards, including wins for the celebrated Tecate “Disclaimer” radio spot at the prestigious El Ojo de Iberoamerica in Buenos Aires, Argentina, silver award; the 11th annual Advertising Age Hispanic Creative Advertising Awards in Miami, silver award; and Argentina’s Festival Iberoamericano de la Publicidad (FIAP), bronze award.

Adrenalina also picked up its first-ever gold prize for best TV campaign from the Advertising Age Hispanic Creative Advertising Awards for Tecate Light’s “Papas” series and a silver award in the TV category for Tecate Light’s “Papas Medias de Seda” (“Papas Silk Stockings”) spot.

Rodriguez and Diaz spearhead the creative effort for Heineken USA’s Tecate brands and they are the architects of the ground-breaking debut campaign for Tecate in 2008 aimed at celebrating and reaching Mexican men, or newcomer consumers, who come here to work and live better lives and who previously made the brand the leading cerveza in Mexico.

Rodriguez also worked previously at Mexico City ad shops including Olabuenaga Chemistri with brands and clients including Walmart Foundation, Consejo de Promocion Turistica (Tourism Bureau for the State of Mexico); and Gobierno del Estado de Mexico. He also worked at Publicidad Ferrer y Asociados, serving clients and brands such as Mazda Motor Mexico, Six Flags Mexico, Credito Familiar, 24-Hour Fitness, Reader’s Digest, Western Union and Orlandi Valuta.

Diaz’ prior work also includes senior art director posts at multinational ad shops in Mexico City including DDB, serving clients and brands such as the Volkswagen Beetle; Fabricas de Francia; Viva, Resistol, Sista, among others (Henkel); and Armor All; Ogilvy & Mather, working with Land Rover, Mattel, Motorola and Instituto Tecnologico de Monterrey; and Lowe, with clients such as HSBC, General Electric and Mabe & Cerveza Indio.

Working alongside Rodriguez and Diaz on Tecate business is content genius Julian Garcia, who contributed to the award-winning 2009 Tecate and Tecate Light campaigns, injecting his keen cultural insights of Hispanic male immigrants and their affinity for clever language and humor into the campaigns’ messaging.

Visual genius Castello, who specializes in creating digital consumer experiences and works with Perez, Mauricio Garcia and others on the designated team for new business, comes to Adrenalina with wide-ranging design experience, including work as a junior art director at Young & Rubicam, Barcelona, Spain, for brands such as Dannon and Swatch.

At S,C,P,F (JWT), Barcelona, Spain, Castello served as an assistant art director, conceptualizing creative campaigns via TV and events and formulating rebranding projects for clients and brands including BMW, Vodafone, J&B Scotch (Diageo), among others.

For more information about Adrenalina, or for photos of creative team members, send an email to:

About Adrenalina

A new kind of agency for a new America, Adrenalina, New York, is a brand leadership consultancy that infuses multinational brands with cultural and emotional messaging via digital innovation, creative experiences with stopping power, social networking and action marketing strategies designed to ignite a multicultural consumer revolution.

About MDC Partners

MDC Partners is a leading provider of marketing communications services to clients in North America, Europe and Latin America. Through its partnership of entrepreneurial firms it provides advertising, specialized communications and consulting services to leading brands. MDC Partners’ philosophy emphasizes the utilization of strategy and creativity to drive growth for its clients. “MDC Partners is the Place Where Great Talent Lives.” MDC Partners Class A shares are publicly traded on the NASDAQ under the symbol “MDCA” and on the Toronto Stock Exchange under the symbol “MDZA.”

SOURCE Adrenalina

Ad Shop Flexes Creative Muscle, Adds Four to Growing, Award-Winning Team