MGS Advertising and SWAY Public Relations are core of new structure
MGSCOMM announced today a company-wide restructuring, that diversifies its client offerings and streamlines delivery of its communications solutions. As part of the evolved company, MGSCOMM Group of Companies is formed as the holding company of the independent agency and the Board of Directors has named Al Garcia-Serra Chairman. Under the new corporate structure, key associates have beenelevated to manage its core operational business units: MGS Advertising, Carla Trum-Mercado named President, among other moves; SWAY Public Relations, Yvonne Lorie named President. Its digital unit, CREAD, folds into the MGS Advertising media and creative areas synchronizing all of today’s options—including digital and mobile—into one central campaign development and media planning process.
The announcement coincides with MGSCOMM’s 10-year anniversary as it marks steady growth as one of the top independent Hispanic-owned agencies. During 2012, MGSCOMM increased its revenue 35% from the previous year.
“At this juncture, our Chairman will guide the vision of MGSCOMM over the next decade, assessing growth opportunities for our client partners, our industry and our agency, while empowering the valuable associates who have helped bring us here today,” states Manuel E. Machado, CEO. “By converging our media operations— online, offline and what the future may hold, we can adeptly deliver on our client partners’ communications and business goals.”
Adds Garcia-Serra, “Integration, innovation, and instant activation are keys to responding to today’s marketing turbulence. As an agency we must assist our client partners in reorganizing resources and identifying the precise vehicles and content that drives customer engagement with brands and services. By joining the best talent with our integrated resources we are positioned to offer a communications product that creates a positive customer experiences across all touch points.”
Carla Trum-Mercado has been named President of MGS Advertising reporting directly to Machado. Already a member of the executive management team and previously serving as Executive Vice President, Trum-Mercado is an industry leader with more than 25 years experience in branding and account management. Prior to joining MGSCOMM in 2012, she was Executive Vice President of Siboney Advertising, elevating the company’s Fortune 100 client roster. She will lead MGSCOMM’s long-term strategic planning efforts for all Miami and New York-based client partners, including campaign integration across MGSCOMM’s multiple disciplines. Her unparalleled understanding of the marketplace combined with astute applications of consumer insights, are reflected in the agency’s agility in multicultural and total market communications programs.
Federico Mejer has been appointed Managing Director out of MGSCOMM’s New York office. Already a member of the executive management team since joining MGSCOMM in 2012, Mejer co-founded communications agency REVOLUCION in 2000 which grew to become one of the top 20 independent Hispanic agencies in the U.S. He manages Hispanic and general market campaigns for MGSCOMM’s client partners and spearheads public relations and social media campaign extensions company wide. His skill set within all facets of the industry— client, media, agency— coupled with campaign integration expertise and business acumen have helped grow the agency’s overall operation. Mejer serves as vice-president of the board of the Hispanic Public Relations Association.
Jorge Espinosa has been promoted to Senior Vice-President, Account Services directing MGSCOMM’s Miami based client partners, which includes Hispanic and general market assignments. Formerly Vice-President, he began his career with MGS as Account Director. Espinosa holds a robust combination of strategic planning proficiency coupled with applied advertising and media skills within domestic and international markets. Throughout his 20-year career he has developed strategic communications planning solutions for global brands across many industry sectors. Espinosa has been instrumental in expanding MGSCOMM’s total market activation and will lead the account services team integrating planning, media and creative.
Andreea Redis-Coste has been promoted to Senior Vice-President, Media Services. Formerly Vice President, Redis-Coste will direct all online and offline media strategies for MGSCOMM’s client roster ensuring customized media campaigns that maximize marketing investments. Based out of MGSCOMM’s Miami headquarters, she will converge all media disciplines to ensure integrated communications campaigns for total market and Hispanic market client partners. With nearly 20 years of advertising experience in General, Hispanic, Caribbean and International markets, Redis-Coste is a true analyst layering consumer strata over designated target markets ensuring the most effective and efficient media campaigns.
As part of SWAY Public Relations, Yvonne Lorié assumes role of President and joins the executive management team. Previously Senior Vice-President, Lorié began her career with MGS as Account Director. She directs all public relations clients including integrated campaigns with advertising support. The division offers multilingual public relations services for national and international markets including: media relations, social media development and management, community relations, event marketing, strategic alignments and promotions. Lorié’s 20-year professional career covers a variety of categories including: food & beverage, automotive, retail, luxury, non-profit, financial, healthcare and tourism.
Run Wild Productions and Postmaster, MGSCOMM’s broadcast production and post-production units, respectively, maintain as creative extensions to the agency’s cost-efficient resources for its client partners. “These portfolio subsidiary companies ensure a unified brand message delivered effectively and efficiently throughout MGSCOMM’s multimedia campaigns. We believe that our business model continues to build on our client partner needs and our progressive corporate culture,” says Moya.