Machado/Garcia-Serra (MGS) Communications

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Contents

[edit] History

After years in the communications industry, Manuel E. Machado, CEO/Co-Chairman, and Al Garcia-Serra, COO/Co-Chairman, joined forces to form Machado/Garcia-Serra Communications (MGS) in March 2003. In 2004, MGS acquired The IAC Group (1978).

MGS is an independent, multicultural, integrated marketing communications agency in the U.S., providing national, international, and regional accounts with full service advertising, broadcast production, public relations, and sales promotion services through autonomous operating units. It is ranked among the top 20 largest Hispanic Ad Agencies in the 2008 Advertising Age, "Top Multicultural Agencies"[1], as well as named in the 2008 "Directory of the 500" largest US Hispanic-owned companies’ by Hispanic Business [2].

MGS is a 100% Latino-owned and a Certified Minority Owned Business Enterprise headquartered in Miami, FL, with offices in New York and Mexico City.

[edit] Client Roster

*among others

[edit] Integrated Services

[edit] Divisions

Dime

Dime, Spanish for “tell me”, responsible for direct response and direct mailing, manages the areas of list acquisitions and database management, retrieval of data files over multiple channels, merging/purging/de-duping, zip code correction, automation discounts, and tracking.

IAC Public Relations

Integrated with advertising and promotions when warranted, IAC PR functions independently to provide a full spectrum of public relations services, from initial research to precisely defined post measurement.

IAC PR has 25 years of experience in several categories including food & beverage, consumer products, telecommunications, financial services, healthcare and automotive.

Postmaster

Once a transfer is in-house, Postmaster takes over the production process through the wrap-up stages to deliver a finished product ready for broadcast.

Postmaster is fully equipped with the latest in new technology to do off- and on-line editing, broadcast design, compositing, 3-D animation, and produce dubs.

Run Wild Productions

Run Wild Productions manages broadcast production and is run through an in-house producer to allow the agency access to a wide range of directors; lighting and sound experts; state-of-the-art equipment; casting professionals; wardrobe specialists; and location scouting.

Sample It!

Sample It provides tactical and targeted promotional support to the Public Relations division by offering clients services such as: sales promotion and couponing; POS and premiums; cross-merchandising and product integration; interactive web-based promotions; sampling and tasting; and, sponsorships and tie-ins.

[edit] Awards and Recognition

2008

Gold Addy, Florida Power & Light – “Make the Connection” Florida Trend Coverwrap – Category: Consumer/Trade, Spread, Color

Gold Addy, DHL Latin America – DHL “Premios MTV” – Category: Arts, Poster

Silver Addy, Machado Garcia-Serra – MGS “Happy Packing Peanuts” Holiday Card – Category: Special Event Card

Silver Addy, Southeast Toyota Distributors LLC – “Race Track” Tundra Print Ad – Category: Newspaper, Full Page, Color

Communicator Silver Award of Distinction, The Little Clinic – The Little Clinic Product Launch – Category: Product Launch

Communicator Silver Award of Distinction, Hyundai Motor America – Press Release on the Hyundai Motor America / Louis Barajas Alignment – Category: Writing News Release for the Collective (Multiple Market Initiative)

2007

MarCom Gold, Hyundai Motor America – 2007 Hyundai Veracruz Regional Media Introduction – Category: Media Relations/Publicity Campaign

Communicator Crystal Award of Excellence, Machado Garcia-Serra – Branding of the company business cards – Category: Corporate Identity

Communicator Crystal Award of Excellence, Voices for Children – 2007 Voices for Children Gala Invitation – Category: Public Service/Pro Bono

Communicator Honorable Mention, Olive Oil from Andalusia, Spain – Chef’s Fest 2006 Newspaper Insert – Category: Marketing/Promotion

[edit] Manuel E. Machado

CEO/Co-Chairman, Manuel E. Machado’s professional career encompasses two decades of experience, and is distinguished by working directly with a wide variety of clients in a broad range of categories. Early in his career, Mr. Machado developed key communications programs for some of the world’s most renowned Marketers, such as McDonald’s Corporation, Coors Brewing Company, Ford Motor Co., Bacardi, Coca Cola, MasterCard International, Ralston Purina, Proctor & Gamble, Nike, Pisco Chile, and the Government of Chile. He has held key executive positions in companies of worldwide recognition such as Univision Network, Burson-Marsteller and Bacardi. Mr. Machado was also the founder and CEO of The Meka Group, a marketing communications agency later known as BVK/Meka, where he attracted fortune 100 clients such as Sprint PCS, Nike, Pfizer and Tenet Health System, among others. The agency soon became one of the fastest growing Hispanic companies in the country.

In 2008, Manuel E. Machado was recognized in Latino Leaders Magazine among "The Top 25 in Finance" in Latino advertising[3]. He was also featured in Avenue Magazine’s "The Miami A List" in 2007[4].

Mr. Machado is a past Chairman (2005) and current Board Member of the Association of Hispanic Advertising Agencies (AHAA). He has been involved with the South Florida community through several organizations, including being named Trustee of the Vizcaya Museum and Gardens, the Latin Grammy’s Host Committee 2001 and 2003, the WLRN Board of Trustees, the Voices for Children Foundation Board of Directors, the Miami-Dade County Sister Cities Program, the Mercy Foundation Ambassadors Board of Directors, the Hialeah Foundation Board of Directors, Trustee of the Greater Miami Chamber of Commerce, and Trustee of the Beacon Council.

As CEO and Co-Chairman of MGS, Manuel E. Machado leads the agency with his expertise in the areas of administration, operations, marketing, advertising and public relations.

[edit] Al Garcia-Serra

COO/Co-Chairman, Al Garcia-Serra began his career with Compton Advertising (Saatchi & Saatchi) in New York as a media buyer for Procter & Gamble. Holding several senior marketing positions throughout his profession including Marketing Director for the Omni International Mall in Miami and VP of Marketing at Barnett Banks, Mr. García-Serra spearheaded corporate Hispanic marketing initiatives within the retail and banking industry, among others. Through Garcia-Serra’s direction, Flagler Federal Savings Bank, where he served as VP of Marketing, embarked on its first Hispanic initiative, a breakthrough for the industry at the time (1969). Mr. García-Serra has garnered almost 40 years of advertising expertise, and has been the founder and owner of other prestigious ad agencies, including GSB: LINTAS, today Del Rivero Messianu DDB, where he occupied the position of CEO.

Mr. García-Serra is a founding member of the Kiwanis Club of Little Havana and has served in the boards of Chamber South, the American Red Cross, Liga Contra el Cáncer, the National Diabetes Foundation and MADD.

As COO and Co-Chairman of MGS, Al García-Serra is the driving force behind the agency’s structure, operations and profitability.

[edit] Gabriela Alcántara-Díaz

Chief Strategic Officer/Partner, Gabriela Alcántara-Díaz is a twenty year advertising veteran. Ms. Alcántara-Díaz began her career at the City of Miami Public Affairs Office, and later occupied a position within the marketing division of Carnival Cruise Lines. Prior to joining MGS, Ms. Alcantara-Diaz was the Executive Vice President and Director of Client Services for The IAC Group leading the strategic planning and client account services divisions. In addition to spearheading brand positioning initiatives, she has also won numerous Addy awards as producer and director of television commercials, PSAs and promotional videos.

Throughout her career, she has played a pivotal role in effectively targeting multi-ethnic consumers for a host of companies including BellSouth Mobility/Cingular Wireless, Coca-Cola North America, Aspire VISA, Schieffelin & Somerset – Johnnie Walker Black Label, Pfizer Pharmaceuticals, Mercy Hospital, Regions Bank, The Taubman Company Shopping Centers, and Publix Supermarkets in which she assisted in Hispanic account development throughout the Southeast.

Ms. Alcántara-Díaz has become a nationally renowned speaker, and has shared her insights at leading national conferences including the Global Beauty Congress, International Cosmetic Expo, and National Grocer’s Association. In addition, she participated in the Conference Board Program addressing Hispanics’ Impact on U.S. Business and Workforce and Advertising & Brand Impact.

Ms. Alcántara-Díaz has served as Education Chair in Miami’s Advertising Federation.

As CSO and Partner of MGS, Ms. Alcantara-Diaz manages the agency’s multiple disciplines, ensuring that all business strategic directives drive the overall integrated communications for respective Client partners.

[edit] References

  1. ^ “Top Multicultural Agencies: Top 50 Hispanic Agencies”, Advertising Age Website 1992-2008.
  2. ^ Medina, Hildy: “Hispanic Business 500 Largest US Hispanic-Owned Companies: Directory of the 500”, Hispanic Business Magazine June 2008, page 48
  3. ^ Menard, Valerie: “Money Talks: The Top 25 in Finance”, Latino Leaders Magazine February-March 2008, Vol. 9 No. 1, page 29
  4. ^ “The Miami A List”, Avenue Magazine February 2007