• by Steve McClellan  @mp_mcclellan, August 10, 2016

Interpublic’s Campbell Ewald has formed a partnership with three veteran agency executives to form a new full-service ad and PR shop called sociedAD that will focus on Hispanic consumers.

The agency will be run by Jorge Moya who serves as Chief Creative Officer, and Managing Directors Carla Trum Mercado and Federico Mejer. All three are former executives of Commonground/MGS, which closed late last year. They will report to Sal Taibi, President of CE’s New York Office.

Charter clients include HBO Latino, ITT Technical Institute and MilkPep among others.

“Whether brands are looking for an integrated total market approach that effectively connects with all audiences, or a standalone Hispanic offering, sociedAD will deliver its deep cultural expertise,” stated Taibi.

The new agency starts with a staff of more than 20, including account, strategic planning, media, creative, digital and social media specialists in New York and Miami.  Plans call for expansion to Detroit and Los Angeles in the coming months. The agency and its clients will also have access to capabilities within the larger Campbell Ewald network.

MilkPEP CEO Julia Kadison applauded the new setup. “We’ve wanted to implement a fully-integrated total market communications approach across all our consumers for quite some time,” she said. The partnership, she added, “comes at a perfect time and allows us to seamlessly and effectively connect with our most valuable consumers.”

Moya most recently served as Chief Creative Officer at Commonground/MGS. Previously, he was a co-founder of Reynardus & Moya Advertising in New York, leading creative efforts for clients such as LaSalle Bank, Pfizer and Time Warner Cable.

Trum Mercado was a Partner at Commonground/MGS and President of MGS. She has held several executive positions in the Hispanic marketing and media space, including EVP & General Manager at Siboney USA, where she led the Colgate-Palmolive and MilkPEP business, and was Vice President of Integrated Promotions at Telemundo.

Mejer also comes to sociedAD from Commonground/MGS where he served as Partner & Managing Director. Prior to that, he was a Founding Partner of REVOLUCIÓN, working with clients like Ace Hardware, American Heart Association, Chivas Regal, Citibank and Corona.