Cardenas Marketing Network (CMN), the a Hispanic experiential and live entertainment agency, announces the hiring of Joshua Eagle Patrón as the agency’s new executive creative director. Patrón, a former creative director at a Hispanic advertising agency, Lopez Negrete Communications, and Al Punto advertising, is an experienced and highly respected creative director with a long and successful track record in Hispanic and mainstream marketing.
Patrón is widely recognized for his unconventional, hyper-creative and “humanistic” approach.
“I am a cultural architect using creativity as my tool to help brands shape their own culture and egineer it for the various audiences they serve,” Joshua said. His specialties include Creative Development, Concepts, Integrated Marketing, Direct Marketing, Promotions, Digital, Art direction, Production and Editing.
“Ever increasing diversity of products mean increasing targeting of audiences,” Patrón says. “There are more niche products serving niche markets. As competitors come in to take away market share, savvy brands react by finding new ways to regain lost niches and acquire new ones. The Hispanic market is the ultimate ‘niche market’ and one that is evolving rapidly, and in the process, is transforming the mainstream.”
Patrón predicts the “The Amazon effect” will deeply permeate the entire advertising and marketing industry. “Amazon collects data on buyers’ shopping habits and then it makes buy suggestions anticipating what the customer would want to buy. That is no longer passive marketing. The advertiser is now active in the buying process,” Joshua asserts.
“CMN is thrilled to welcome Joshua to lead our entire approach to creative, to review where we are today and to consider potential strategic changes to our approach and possibly to look into other areas of business we could be target,” said CMN President/CEO Henry Cardenas. “Joshua is one of the most respected creative directors in the Hispanic advertising industry. We
welcome his leadership and presence. We know that our agency will be refreshed and invigorated with Joshua onboard.”
While at Lopez Negrete, Joshua’s responsibilities included creating and implementing integrated, multi-channel campaigns for Verizon, Bank of America, Starbucks, Dr Pepper and Seven Up. He led a memorable and highly successful campaign targeting Hispanic Millennials featuring Cuban-American pop singer Pitbull. The integrated effort included digital, print, POS, and TV.
Prior to that, Joshua compiled a remarkable business development streak at Al Punto advertising. Joshua led a team that presented and won nine out of nine business pitches for the agency. Clients included Kia Motors America, Time Warner, Daisy Brands, Robbins Brothers, Universal Studios, Farmer John, Sempra Energy, and OC Fair. Patron’s honors and awards include Regional, National and International awards such as Addy’s, NY Festivals, One show’s, Caracol de Plata and Ogilvy awards. Joshua holds a BAFA degree in Art from the University of Southern California.
About Cardenas Marketing Network
Cardenas Marketing Network is a multicultural experiential marketing agency that connects consumers and brands through their passion points of music, sports, family, friends and cultural pride. The award-winning agency has been recognized by Event Marketer’s Top Agency “It List”, Chief Marketer’s “Promo 100” and Crain’s Chicago Business “Fast 50” among others for its service to such clients as Anheuser-Busch InBev, Diageo, H&R Block, Johnson & Johnson, McDonald’s and Sherwin-Williams. To learn more please visit: cmnevents.com