Cartel Creativo Exec Moves Up

As the newly named director of the U.S. Army account at Cartel Creativo in San Antonio, Susana Sosa-Martínez leads a 25-member team tasked with con- vincing young men and women to buck the trend of declining enlistments.

Actually, the people who need convincing, Sosa-Martínez said, are often parents, teachers and other “influencers” who don’t want their sons or daughters risking their lives in Iraq and Afghanistan.

“We want to make sure people understand what a soldier is,” she said. “I think we’ve gone back to the basics and are talking about the warrior ethos.”

In one spot, called “Listening,” a young man explains to his father why he wants to enlist and asks his dad to convince his mother to let him join.

The Army is the only account that Sosa-Martínez has worked on since she joined Cartel Creativo three years ago. Before her Aug. 8 promotion, she was account supervisor. In her new role, she will serve as liaison to other agencies working on the account, primarily Leo Burnett.

The U.S. Army account is in review, and the Army is expected to choose an agency by the end of September, she said.

A San Antonio native, Sosa-Martínez, 40, first took a job with a local independent, M&FM, which led to a position with one the nation’s largest Hispanic agencies, Publicis Groupe’s Bromley Communications. After leaving Bromley, she worked as a freelancer until Cartel Creativo recruited her for the Army account, she said.

Sosa-Martínez is married to former San Antonio councilman Walter Martínez and has three children.

Cartel Creativo, part of The Cartel Group in San Antonio, works as a subcontractor on the Army account for Chicago-based Leo Burnett, Sosa-Martínez said. While the shop produces work for Hispanic-language broadcasts and publications, the work has become a more broadly defined multicultural assignment, she said.