Born and raised in Mexico by U.S.-born parents, Greg Bennett became fascinated with marketing when he came to the U.S. in 1978 to attend college. In 1990, he founded Luna Bacardi Group, Santa Monica, Calif., which now boasts offices in five cities and 60% billings growth this year.
Title: President-creative director
Challenge: Overcoming clients' tendency to stereotype Hispanics.
Tips: Realize Hispanics encompass many races and cultures; as a group, they tend to place a high value on religion and community-based events.