LatinWorks Promotes Kranik, Garcia to Lead U.S. Hispanic Shop

Departure of President/CCO Sergio Alcocer Last Month Led to Changes

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U.S. Hispanic agency LatinWorks is promoting from within after the departure late last month of President-CCO Sergio Alcocer, one of the best-known creative leaders in the U.S. Hispanic market.

Christy Kranik and Gabriel Garcia
Christy Kranik and Gabriel Garcia Credit: Courtesy of LatinWorks

Christy Kranik, LatinWorks' long-time SVP and managing director, becomes EVP and general manager, and steps up to run the entire agency.

Gabriel Garcia, currently VP-group creative director, will take over the creative department as the new executive creative director.

In Ms. Kranik's new role, LatinWorks' creative and planning departments will report to her; she was already in charge of account management, media and new business.

"The difference is everything reports into her now, including Gabriel," said Manny Flores, co-founder and CEO of LatinWorks, in which Omnicom Group has a large minority stake. "She's a very collaborative, knowledgeable leader. She won't have influence over the creative product; Gabriel will make those decisions."

Ms. Kranik, who was named one of Ad Age's Women to Watch last year, has been at LatinWorks since 2003. Before that, she spent five years on the client side at Dell, where she was senior advertising manager, global brand strategy.

Mr. Garcia joined LatinWorks in 2008 when the agency acquired a smaller Hispanic shop, Cultura, where he spent six years and was the executive creative director. Before that, he was a creative at another Omnicom Hispanic shop, Dieste. His work includes the #Sintraduccion ("No Translation") campaign for Target earlier this year. Other major LatinWorks' clients are Anheuser-Busch, Domino's, PepsiCo and the Texas Lottery.

LatinWorks is one of the biggest and regarded as one of the most creative Hispanic shops, and has been both Ad Age's Multicultural Agency of the Year and named to Ad Age's A-List of the 10 best agencies in the U.S.

Although LatinWorks' partners knew former CCO Mr. Alcocer was planning a move, it was a big surprise in the Hispanic market when he left last month, and he still hasn't disclosed his next move.