Hispanic Shop Ole Co-Founder Paco Olavarrieta Leaves

U.S. Agency's New Creative Carlos Tornell to Split Time Between N.Y., Mexico City

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A correction has been made in this story. See below for details.

NEW YORK (AdAge.com) -- Paco Olavarrieta has left Ole, the U.S. Hispanic agency he co-founded three years ago in New York as creative partner. In a restructuring of the agency, Ole's new creative director, Carlos "Charly" Tornell will split his time between New York and Mexico City, where Ole has five people working on U.S. Hispanic business.
Carlos Tornell, left, has been named Ole's new creative director. Javier Escobedo managing partner Javier Escobedo remains as the majority partner.
Carlos Tornell, left, has been named Ole's new creative director. Javier Escobedo managing partner Javier Escobedo remains as the majority partner.

New trend
U.S. Hispanic agencies have long imported talent, especially on the creative side, from Latin America. Ole is part of a newer trend by a few U.S. Hispanic shops to source creative work from Latin America without actually moving the creatives to the U.S. Another independent shop, Grupo Gallegos, has just opened an office in Buenos Aires.

After leaving Ole in December 2006, Mr. Olavarrieta's only immediate plans are a trip in March to India to pursue a lifelong interest in meditation. He said he has learned that being a partner in a start-up agency has its ups and downs.

"There are a lot of positives, but you need a thick skin," he said. "Especially for creatives, who are very isolated from the financial management of a business. You live in a bubble, get your monthly paycheck and don't care about the rest. I had never heard the term cash flow. Then you start on your own, and all that becomes part of your daily job."

Current management
At Ole, managing partner Javier Escobedo remains as the majority partner. Monica Sanchez, director of the strategy and research business unit that acts as a management consultancy accounting for more than one-third of Ole's business, is becoming the minority partner. "The bulk of the [creative] work will be done from Mexico City," Mr. Tornell said. "Unless it's very Anglo specific, like the Cleaning Hunk."

The Cleaning Hunk was an online campaign for the general market to promote XtraPine household cleaner, made by Alen, the family-owned Procter & Gamble of Mexico and an Ole client. Ole also works for Target, Mexican canned foods marketer La Costena, and GE Consumer Finance.

In other management changes, Bruni Topete is promoted to director of a new business unit for the online and guerrilla marketing work that Mr. Escobedo said is the agency's fastest-growing area.

Mexico City
In Mexico City, Ole has a non-equity relationship with a local agency called Oveja Negra. That partnership lets Ole share some resources in the Mexico City office, and call on Oveja Negra staff when a bigger team is needed for a project.

In the U.S., efforts are under way to train more Hispanic marketing executives. The San Antonio chapter of the American Marketing Association is developing a seven-course curriculum for a Hispanic marketing concentration for university students majoring in business administration, said Diane Huth an AMA board member. The curriculum will be available to any interested university. The first school to adopt it, a small Catholic college in San Antonio called Lady of the Lake, will start offering the curriculum this fall, she said.

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CORRECTION: An earlier version of this story incorrectly referred to the online campaign to promote XtraPine household cleaner as "Cleaning Hulk." The correct name is "Cleaning Hunk."
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