Francisco is the Director of Digital Strategy at Richards/Lerma, multicultural agency part of The Richards Group in Dallas, Texas which was recently named independent agency of the year by the acclaimed festival FIAP. He works on brands like Avocados from Mexico, Barcel, Clamato, Cinemark, Dr Pepper, Metro by T-Mobile and Southwest Airlines. He started his career in Mexico City at GibertDDB and JWT. He then moved to his grandparents native Texas and after graduating from the University of Texas at Austin worked for Leo Burnett (Publicis Groupe) and later for Dieste Inc. (OMNICOM) at that time they earned AdAge’s Multicultural Agency of the year award twice. He has an MBA in Sports Management from the Universidad Europea de Madrid where he worked for former Augeo Sports & Entertainment creating proprietary digital concepts for European Football Teams, players and artists. He later returned to Mexico where he started his own creative shop which landed, on a short period of time, the french pharma company account Sanofi aventis. Shortly afterwards he partnered with Lead2action, a top digital shop in Mexico where he restructured the agency, established ad culture and developed digital experiences for brands like Audi, Banamex, Best Buy, Hasbro, P&G, Porsche and Volkswagen. His efforts lead to its acquisition in 2013 by the Publicis Groupe and was renamed to Nurun and just recently Digitas Mexico. Dieste Inc. brought him back to Dallas, as the Digital Strategy Director for Nissan, AT&T, Heineken, Hershey and P&G on the multicultural segment where he built a Social Media team and earned multiple awards including Cannes Lions, El Sol and Clio. His creative background has allowed him to work on other brands like Cuervo, Gatorade, Hyundai, McDonald’s, Pizza Hut, Pepsi and Lay’s. He has lead the Digital Strategy from the agency side for Avocados From Mexico in 4 consecutive Super Bowl campaigns earning each time the top spots on brand buzz and part of the team to increase Purchase Intent for the brand as reported by YouGov.com Some industry recognitions: Cannes Clio El Sol Ad Age Hispanic Creative Advertising Awards London International Advertising Awards FIAP Radio Mercury Awards AMCO (Asociación Mexicana de Comunicación) Totem Awards Creativity 37 The Eagle Awards ADDY Awards IABConnect IABMixx Awards USH IDEA El Ojo De Iberoamérica One Show D&AD Wave Festival Facebook Awards New York Festival.
Jorge Almeida has 9+ Years of advertising experience on both agency and client sides. Worked on global brands such as Budweiser and national brands such as Home Depot and Bud Light.
ADVENT10N TOPIC: Re-defining the Digital Playbook
A glimpse into Avocados From Mexico’s breakthrough digital practice.