Miami, (THE HISPANIC PR MONITOR) February 3, 2005 – Jorge Ortega, who was most recently Managing Director at Burson-Marsteller Miami and Chairman of the firm’s U.S. Hispanic Practice, has been named President of The Jeffrey Group, succeeding Jeffrey Sharlach who founded the agency in 1993 and will now assume the post of Chairman and CEO.
The Jeffrey Group is among the largest marketing communications and public relations agencies in Miami and has offices throughout Latin America serving a diverse client base including American Express, British Airways, Discovery Networks, FedEx, Kodak, Sony Ericsson and Toshiba. Ortega will be based at the company’s Miami headquarters, where the firm also manages strategic communications campaigns for U.S. general and Hispanic market clients.
“Our clients demand creative solutions to support their marketing and sales efforts and having someone with Jorge’s strategic background and management expertise to lead the firm will help us as we continue to expand our range of services,” Sharlach said.
Ortega brings more than 20 years of marketing and public relations consulting experience, acquired while living and working in Washington, D.C., New York, Chicago, Mexico City and Miami. He first joined Burson-Marsteller in 1985 in New York and spent 16 years in various management positions at the agency including General Manager of Burson-Marsteller Mexico until 1996, and later Chairman of Burson-Marsteller’s Latin American Brand Communications Practice from 1996 to 2000. In 2001, he established that firm’s U.S. Hispanic Practice.
Born and raised in Miami, Ortega is co-founder and vice chairman of the board of the International Kid’s Fund at the Jackson Memorial Foundation dedicated to raising funds for life saving medical treatment in the United States for children from Latin America and the Caribbean.
“I am thrilled to join The Jeffrey Group at such an exciting time in the firm’s history and help lead the relationships with our outstanding clients, while working with Jeff and the team to expand and strengthen our service offerings,” Ortega said.
Jeffrey Sharlach, who founded The Jeffrey Group in 1993, had previously served as Executive Vice President for Rowland Worldwide, the PR division of Saatchi & Saatchi, at the agency’s worldwide headquarters in New York as well as Vice President for both Carl Byoir and Burson-Marsteller also in New York. Sharlach is a frequent speaker at industry events and seminars and currently serves on the Board of Directors for the Council of PR Firms, the industry trade group.
The Jeffrey Group is well-known for helping multinational companies expand successfully into Latin America. The agency launched Nokia, Palm, Nintendo, Lycos and other familiar brands in the region as well as numerous television networks for long-time client, Discovery Communications.
In recent years, The Jeffrey Group has expanded to handle Florida, U.S. Hispanic and nationwide general-market programs.
Although Sharlach originally founded The Jeffrey Group as a public relations firm, the agency now provides a full range of marketing communications services with an in-house creative director and design team. In addition to public relations, the agency develops and manages branding, market research, print and electronic design, interactive marketing as well as direct-to-customer and consumer efforts.
“Today we are able to provide clients with diverse strategic marketing and communications solutions drawing upon a wide range of tactics and services to help them achieve their business objectives,” Sharlach said.