was born and raised in Mexico City. While studying Political Science at UNAM (Mexico’s national public university), he began working as a copywriter at a local ad agency and fell in love with the craft. He then moved to Leo Burnett Mexico and soon after became Creative Director for Burnett in the Dominican Republic and later Creative Director of Y&R in Caracas, Venezuela. Six years after leaving Mexico, he arrived in New York City to work as VP Creative Director for Castor Advertising, one of the top Hispanic agencies in the USA at the time. Sergio’s unique experience was a perfect fit for the Hispanic Market of the 1990s. A passionate creative from Mexico with a professional understanding of the Caribbean, Sergio successfully led clients in an industry that was only beginning to boom.
In 1999, Sergio joined forces with two of his Anheuser-Busch clients and launched LatinWorks in Austin, Texas. The innovative shop opened without any clients and was driven by a mission to transform the image of the Hispanic agency by erasing stereotypes and delivering world-class strategy and creative to Fortune 100 clients. In less than 10 years, LatinWorks sold a 49% stake to Omnicom, grew to 100+ employees with 180 million in billings, became a consistent winner at the Cannes Lions Festival, was named Multicultural Agency of the Year multiple times by both Advertising Age and ADWEEK and, in 2014 and 2011, was named one of the top 10 agencies in America by AdAge.
At the same time, Sergio has pursued his passion for academia. He earned an EMBA at the Berlin School of Creative Leadership and he is now a Ph.D candidate at the University of Texas at Austin.
Sergio believes that the multicultural market is the coolest experiment happening in the world. His mission for the next ten years is to continue breaking the myth that it’s all about race, and to show how a diverse and multidisciplinary point of view will be where the freshest ideas will come.