• by Larissa Faw , January 4, 2021

Interpublic Group's Campbell Ewald is partnering with long-time employees Jorge Moya and Carla Trum Mercado to formally spin off sociedAD as a full-service Hispanic advertising agency. 

Both helped to develop and build the operation when it was founded five years ago as a specialty practice within the parent agency to service clients including MilkPEP, HBO Latino, Bayer, Healthfirst and Tropical Cheese. 

Moya and Trum Mercado will continue to lead sociedAD as Chief Creative Officer and Managing Director, respectively. They will be joined remotely by an integrated team offering services including brand campaign development, media planning, shopper and experiential events, and production of assets across platforms and channels. 

Although sociedAD’s focus will continue to center on the Hispanic consumer, the agency will service client needs reaching the greater multicultural and general population. 

Trum Mercado started her career at Siboney/FCB working across a variety of clients reaching the U.S. Hispanic market. She then led the internal IMC service group at the Telemundo Network before returning to the agency. She also spent time as a partner at MGS.  

Moya’s 30-plus year career includes a stint at Castor Spanish International, followed by Sosa & Associates on the west coast.  He came back to New York to open Vidal, Reynardus and Moya and worked on several accounts including McDonald’s and Heineken. Subsequently, Reynardus and Moya spun out their practice, which nine years later merged with MGS Communications. Moya then joined up with Trum Mercado to launch sociedAD. 

“Between the two of us, we’ve worked across so many categories and audiences that we’re confident taking on any challenge a client may face,” states Trum Mercado.  Moya adds, “We’ll operate as an effective and affordable solution to marketers committed to growing within this vibrant community - relevant and compelling creativity grounded in meaningful strategy can be the difference that leads a client to business success and getting ahead of the competition.”