Monday, November 14, 2022

Hispanic advertising agency Ole restructures

Posted by Elena del Valle on February 1, 2007

Javier Escobedo 

Javier Escobedo, Ole managing partner

Photos: Ole

New York, New York — Ole, a New York-based advertising agency focused on the U.S. Hispanic market, is undergoing an organizational restructuring as it enters into its fourth year of operation. The changes include a new creative director and new business unit divisions.

“We have grouped the fastest-growing areas of our agency under strong leaders, ensuring that we maintain our high quality in the multiple services we provide to clients,” said Javier Escobedo, Ole managing partner. “This will further increase client and team satisfaction, paving the way for continued growth by providing our clients with the specialized marketing services they need.”

On the creative side, Paco Olavarrieta, who had been creative partner since Ole’s founding, decided to pursue other interests. He will be succeeded by Carlos “Charly” Tornell who, since early 2006, has been the leader of Ole’s Mexico City creative office. A 15-year advertising veteran, he now takes overall creative director role at Ole while maintaining his duties in Mexico City.

“This office was created via a partnership with local independent shop Oveja Negra, enabling Ole’s clients to benefit from the vast top-notch bilingual and bicultural talent pool available in Mexico,” said Tornell.

Carlos Tornell
Carlos Tornell, Ole creative partner

The new organization will maintain the Strategy & Research Business Unit led by Monica Sanchez who becomes partner. The three new business units and newly promoted business unit directors are: Bruni Topete heading Online, Alternative Media and Language Services; Gabriel Velasco in charge of Planning and Below-the-Line Marketing; and Marlene Roque in charge of Creative Management. Media will continue to be led by Monica Camacho as business unit manager. In addition to their operational responsibilities, each of the business unit directors retains their client management duties and will continue to service their current accounts.

Ole, based in New York City, is an independent, full-service, advertising agency focused on the U.S. Hispanic market. Ole has clients from a variety of industries including retailing, financial services, food, media, household cleaning products and non-profit organizations.


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