República today announced the expansion of its executive leadership team with the appointments of Lisette Hoyo to executive vice president of client services and Carlos Guzman to executive vice president and chief marketing officer. Hoyo and Guzman join Chairman and Chief Executive Officer Jorge A. Plasencia, President and Chief Creative Officer Luis Casamayor, and Executive Vice President and Chief Financial Officer Ofelia San Pedro, as members of República’s Executive Committee.
“We are proud to welcome such respected industry veterans to join our agency’s Executive Committee and add to our company’s talented pool of marketing and creative professionals. They bring to República a wealth of senior-level knowledge that will provide top-line counsel to our company and burgeoning client roster,” said Jorge A. Plasencia, chairman and CEO. “As our clientele’s needs continue to grow, so does our agency’s commitment to provide support at all levels, and we’re excited to welcome Lisette and Carlos to the República team,” added Luis Casamayor, president and CCO.
A proven marketing executive and thought leader with more than 25 years experience helping clients succeed in both general and U.S. multicultural markets, Lisette Hoyo will now lead República’s client strategy, research and planning, communications and account services.
Prior to joining República, Hoyo served as president and managing partner of Accentmarketing, a full-service advertising communications agency and an affiliate of IPG. She joined Accentmarketing in 1999 and during her tenure, held several roles, including leading the agency’s largest client teams as executive vice president and director of client services and the strategic communications group. She also oversaw the company’s new business efforts. Her diverse category experience includes CPG (P&G, Unilever), automotive (General Motors), healthcare (Kaiser Permanente, American Heart Association), government (US Navy), QSR (Dunkin’ Donuts, Pollo Tropical), distilled spirits (Bacardi USA) and telecommunications (Nextel, Sprint, Alltel). Before her role at Accentmarketing, Hoyo held leadership positions in New York City at Grey/FOVA, Gannett and Hearst Magazines.
A former member of the 4As (American Association of Advertising Agencies) Southern Region Board of Directors and Vice Chair of the 4A’s Florida Council Board of Governors, she recently served on the Advisory Board for Hispanicize 2013 and as a judge for the 2013 North American Effie awards. In 2012, Hoyo was recognized by The Commonwealth Institute and included in the organization’s list of Top 50 Women Led Businesses in Florida. Hoyo is a graduate of the University of Florida’s College of Journalism and Communications.
Having led a successful consumer media organization, in this newly created role, Carlos Guzman will lead business development, media services, digital innovation, and corporate and community relations at República.
Prior to his new agency appointment, Guzman served as president of Harte-Hanks’ shopper marketing publication, The Flyer, for nearly 10 years. He directed all sales, marketing and production operations, overseeing a team of more than 250 employees. During his two-decade tenure, Guzman served in various management and sales roles in California, Texas and Florida. Guzman also played a key role in creating Harte-Hanks’ multicultural marketing initiatives, fostering relationships with national retail chains and service companies seeking to target consumers through demographically focused ad campaigns.
Guzman has held leadership roles on various industry boards, including the Association of Free Community Papers (AFCP). He led the start up, development and ongoing growth of “The Leadership Institute,” an industry-funded sales and management training college offered exclusively to AFCP’s membership. He received distinction as “Publisher of the Year” in 2001 and was a “Distinguished Service Award” honoree in 2012 for his sustained long-term contributions to the industry.
Guzman received a Bachelor of Business Administration from the University of Miami and a Master of Business Administration from the Harvard Business School. He has served on the boards of the Make-A-Wish Foundation and the Harvard Business School Alumni Association. Guzman, who was inducted into the Miami Dade College Hall of Fame, currently serves on the University of Miami Citizens Board.
“I am delighted to join one of the most vibrant agencies in the country, and look forward to working with República’s stellar team as the company continues to break ground within our industry,” said Lisette Hoyo, EVP of client services. Carlos Guzman, EVP and CMO, added, “This is a very exciting time for our market, and I’m thrilled to join República and contribute to the continued growth of our company and our clients.”