Machado/Garcia-Serra Communications beefs up team.

Machado/Garcia-Serra Communications announced several new hires and associate promotions to service its national and regional client roster. The announcement coincides with its restructuring initiative to ensure optimum operational and strategic applications for delivering integrated communications solutions.

“As the industry continues to evolve, we are committed to reshaping ourselves and setting the standard for delivering effective and efficient truly integrated campaigns. Our new talent and infrastructure allows us to provide the right resources for the various industries we service, ensuring broad and specialized communication services. This is also an opportunity to promote valuable associates who will be pivotal as we amplify multicultural programs for our client partners,” stated Manny Machado, CEO/Co-Chairman, Machado/Garcia-Serra Communications.

Gabriela Alcantara-Diaz has been named Chief Strategic Officer (CSO). Ms. Alcantara-Diaz will lead the agency’s long term strategic planning efforts for respective client partners. As CSO, she will continue to oversee the management of the company’s multi-disciplined efficiencies and how they address all the elements of vertically integrated programs. Her unparalleled understanding of the marketplace combined with astute applications of consumer insights, are reflected in the agency’s ability to address the complexities of multicultural and transcultural communications programs.

“Ms. Alcantara-Diaz has played a prominent role in our success and growth, spearheading strategic planning and branding initiatives for our client partners. It is a natural step to have her concentrate on forward-looking strategic and planning matters,” stated Al Garcia-Serra, COO. He added, “At our core is taking informed marketing decisions and translating them into powerful communications solutions.”

Carlos Chacin has been named Executive Creative Director. One of the founding members of Machado/Garcia-Serra, Mr. Chacin has been instrumental in building brands through results-driven campaigns for Southeast Toyota Distributors, Scion, and Olive Oil from Andalusia, Spain, among others. His exceptional leadership and expertise provide the foundation for conceptual ideation of creative campaigns for accounts newly under his direction, including: Tracfone Wireless, and Florida Power & Light Company. In addition to managing all creative projects at the agency, he oversees the company’s in-house broadcast production company, Run Wild Productions.

Edith Nardo has been promoted to Vice-President Media Services. Ms. Nardo joined the company in March 2006 as Media Group Director, responsible for managing media planning and buying, primarily new media. As Vice-President she will direct media strategies for Machado/Garcia-Serra’s client roster ensuring customized plans that maximize marketing investments. With more than 20 years of advertising experience in General, Hispanic, Caribbean and International markets, Ms. Nardo’s wealth of industry expertise within various market categories- including: automotive, airline, food and beverage, banking, and entertainment sectors- has helped bring a new dimension to the company’s media services.

Dexter Dwight has joined the company as Vice-President/Group Director. A veteran marketing and advertising executive, Mr. Dwight will be responsible for strategic development of General Market and Hispanic marketing communications programs for Florida Power & Light Company, as well as DHL Latin America. With nearly 20 years in the industry, Mr. Dwight has led client service divisions for multinational agencies in the U.S., Argentina, and Brazil, including J. Walter Thompson, Young & Rubicam, and Ogilvy & Mather where he lead the Kodak, PepsiCo, Kraft Foods, Gillette, Motorola, and Unilever business, among others.

Laura Greenawalt has joined the company as Vice-President/Group Director leading the Tracfone Wireless national Hispanic full-service advertising account. Laura brings extensive experience in Marketing, Advertising and Research, having held several senior client-side and agency-side positions which included assignments for numerous consumer products, as well as Mexican and Chilean telecommunication services – Telmex USA, Jumex, Costeña, and Americatel. Most recently, she was Vice President/Qualitative Research Director at Synovate Diversity, where she managed projects for financial services, automotive, and consumer products.

Angela Kim has joined the company as Director of Planning in the Strategic Planning Division lead by Gabriela Alcantara-Diaz, CSO. Ms. Kim’s ten years of advertising experience with blue chip brands, includes American Express, Procter & Gamble and the U.S. Army. Prior to joining Machado/Garcia-Serra, she served as Regional Planning Director at Ogilvy & Mather, where she launched global branding campaigns and served as lead brand strategist for key accounts, ensuring consumer insights were reflected in all communication vehicles.

Under the Advertising Client Service Division, Lilly Franyie has been promoted to Account Director responsible for management and directing implementation of Florida Power & Light Company marketing communications programs statewide. As a senior generalist, Ms. Franyie brings over a decade of agency and corporate experience with a complete portfolio of marketing communications functions, including advertising, promotions, public relations, and strategic market planning, in international, regional and local markets.