Castells announces Partners ‘The Fearless Foursome Forges Forward’.

Liz Castells, President/CEO of Castells just announced the promotion of three senior managers to official partners of the agency: Alfred Váldez, Raquel Tomasino, and Carlos Méndez.

Under the leadership of Liz Castells, the agency grew from $8 million to over $60 million in billings since 1998 due to her strong business acumen, drive and tenacity, and the support of a very talented staff. Castells is one of the top 20 U.S. Hispanic agencies and with the right senior infrastructure, the agency is poised for the next level.

The partnership announcements dovetailed other senior promotions; Stan Levinson to EVP, Account Services, Dave Hernández to Director Administrative Services, and Leticia Juárez to Associate Media Director. Other recent additions to the management team included Ric Din as VP, McDonald’s and Manuel Carvajal as Executive Producer.

“As the agency grows and the industry continues to evolve, we’re committed to reshaping ourselves to excel in leadership and deliver optimum performance and service to our clients,” said Liz Castells. “We recently took important steps to stabilize the agency, strengthen all departments, establish a strong research and planning team, improve efficiencies and solidify our management. It’s fitting that we now recognize Alfred, Raquel and Carlos with partnerships. All have proven their drive, worth and loyalty; and share my vision, philosophies, team-approach, passion and dedication to our work, staff and clients. They share the joy of achievement, accept the burden of responsibility, and are critical to our future. They’ve become synonymous with Castells.” .

Alfred Váldez, Partner, Client Services, has been at Castells for 7 years, managing the agency’s portfolio of cable/telecomm businesses and Toyota Dealers. He is a 20-year seasoned veteran having worked at Rubin Postaer, Ketchum, Mendoza Dillon, VZA, Goodby and Uniworld. “In the 13 years I’ve worked with Alfred, he has repeatedly demonstrated flawless judgment, a fierce intellect and a deep consumer understanding. He has the right combination of strategic strength, adept management skills and hands-on style. Alfred is the glue of our team. I have no doubt that his brilliant leadership and client relations will fuel our agency’s growth.” said Liz Castells.

Raquel Tomasino, Partner, Media Services, has made long-standing contributions to Castells, managing the multi-faceted media and promotional departments. Raquel is revered in the industry with 25 years experience and relationships. Prior to 1998, she headed up the Multi-Ethnic Group at Initiative Media and managed the publicity efforts at Hispanic Entertainment Specialists. “Rocky” is a walking media encyclopedia, known for her intuitive ability and development of many break-through media positions. “Raquel embodies all the qualities I look for in a partner, and is the soul of our agency. She is a strategic maven and passionate leader who will thrive in her new role.” said Liz Castells.

Carlos Méndez, Partner, Chief Creative Officer, has made a huge impact on the agency’s creative product in just over a year. Carlos is a seasoned player with 22 years of multinational experience at McCann Erickson, Leo Burnett and Y&R Bravo’s MD. His simple, strategic creative work and ground-breaking style has earned him international awards as well as national and many regional awards for clients like General Mills, Special K, Coca-Cola, Unilever, Nestlé, Cingular, Ragú, Citibank, and others; as well as our own clients, like McDonald’s and Time Warner Cable. “A top-notch creative head was our missing link. Carlos came fortuitously with an amazing talent and track record. He just fit perfectly, with his “let’s do it” attitude. His keen creative instincts touch the human spirit. Carlos is the heart of our creative, and is perfectly suited to lead our shop to great things.” said Liz Castells.