On the passing of advertising legend Emilio Alvarez-Recio: A life of success with Colgate-Palmolive

Emilio Alvarez-Recio, the Cuban-American international corporate executive whose name became synonymous with Colgate-Palmolive, passed away last week in Key Biscayne, Florida.

Born in Havana, Cuba, on February 12, 1938, Emilio De La Torre Alvarez-Recio came to the United States as a political exile from dictator Fidel Castro’s regime. At the fresh age of 24 he was already a Marketing Manager at Richarson-Marrell, in New York City. But it would be under the iconic Colgate brand that the young Emilio will see his stellar career take off and flourish.

Alvarez-Recio was ahead of his time in the conversation regarding more fair client-agency practices and compensation models.  A tall, enthusiastic man with the innate qualities of a leader, “Emilio” was described as bigger-than- life, unassuming in his ways, warm and contagiously confident — a boss whose bear hug would convey support and resoluteness at the same time. His hearty laughter and his way of creating amusing social moments between the client and the ad agency helped build trust through empathetic human interactions that usually resulted in palpable business success.

By 1967, he was named Colgate-Palmolive Advertising Manager for the Western Hemisphere, and would quickly become General Manager for the Central American region. His ascendancy— and his influence — would soon become meteoric and long lasting at the Colgate-Palmolive Company.

In 1972, Alvarez-Recio was chosen to head the Colgate-Palmolive Spain office.  His insightful understanding of the Spanish consumer and his visionary communications strategies served the global brand well becoming and cementing itself as the number one toothpaste in the country, just prior and right after the modernization that followed the Franco era.

Soon after that, Colgate-Palmolive needed to fix a promising market and he would then become the troubleshooter of choice, sent to the Philippines, where Alvarez-Recio would live in Manila, as President of Colgate-Palmolive, from 1977 to 1981.

Once his mission was accomplished there, and growth was solidly guaranteed, Alvarez-Recio was brought back to Colgate-Palmolive’s New York City headquarters to fulfill new, broader duties as General Manager America’s Division, from 1981-1984.

His stellar path will continue without pause: VP/Worldwide Colgate-Palmolive Co. Personal Care Products 1985-1990; General Manger/VP Middle East/Central Asia Division, based in NYC during 1990 and 1991; and Director of Colgate-Palmolive Company, Toronto, Ontario, Canada. With his well-earned voice of authority within Colgate, Alvarez-Recio would leave a legacy of unmatched Marketing success from his powerful position as VP Global Advertising leader, since 1992.

Recognized worldwide as a Personal Care Products expert, he was involved with the Soap and Detergent Association.  He belonged to the Millbrook Club and the Key Biscayne Yacht Club.  During his life, he supported pro freedom and democracy efforts for Cuba, his country of birth, where he had studied at La Salle Brothers Catholic School and entered Law School at the Universidad de La Habana.  Marquis Who’s Who lists Alvarez-Recio as an international product category authority who maintained his grip and influence in the success of Colgate-Palmolive around the world.

Emilio Alvarez-Recio was married to Lolita De Sosa.  Their direct descendants are daughter Silvia and sons Emilio and Carlos. The family lives between Miami, Florida and Greenwich, Connecticut.

Of his sons, Emilio Alvarez-Recio III has continued the paternal business-line and tradition, enjoying a successful career at top positions with Univision Communications, MGM, WPP, and is now VP Business Development & Communications at VMLY&R, since 2007.

HispanicAd.com extends our condolences to the members of the distinguished Alvarez-Recio family, in remembrance of a giant of marketing, well-known and deeply respected from Latin America to Asia.

¡Descanse en paz, Don Emilio!