Hispanic award winner
Mr. Ordonez, 31, has been a frequent winner at Advertising Age's Hispanic Creative Advertising Awards, picking up prizes for Pepsi-Cola, Berlitz, Mitsubishi and other clients over the last two years.
A new category, for guerrilla marketing and nontraditional media, was added to the awards two years ago, inspired by entries from JWT Puerto Rico and BBDO Puerto Rico. Mr. Ordonez won a Gold award in that category for a public service message called "Jail" that was simply a small box drawn in chalk on the sidewalk with the warning "If you're thinking of carrying a weapon, get used to this space."
Work for Berlitz
His attention-grabbing work for Berlitz language schools over the last few years included a spot last summer pairing a genuine trailer for a blockbuster movie with dubbed subtitles telling people to go learn English if they wanted to understand the movie. Knowing that 70% of Puerto Ricans read the subtitles when they go to English-language movies, the agency got permission from Fox to use the trailer for its new "X-Men 3" movie. Viewers expecting a translation of the English-language voice-over realized they were being told they would enjoy the movie more if they didn't have to read subtitles. Registration for English classes at Berlitz rose 35%. (In this year's campaign, half the screen will be blacked out to show viewers how much of the movie non-English speakers miss).
Mr. Ordonez starts his new job at Zubi on April 16.
"I've been watching the U.S. Hispanic market and it's completely changing," he said. "Like in surfing, it's the perfect wave to catch. And then I got the call from Zubi."
Zubi has had a long search for a top creative director, which has hampered the agency in new-business pitches. The family-owned shop, started in 1976, is the ninth-largest U.S. Hispanic ad agency, with 2005 revenue of $18 million. The agency's clients include Ford Motor Co., American Airlines and SC Johnson.