Percovich Adds Role at MPG

Jorge Percovich’s formative years prepared him well for a job as a globe-trotting executive.

The new managing director of MPG International grew up in Peru, where his father, Luis, was prime minister in the early 1980s. He attended the University of Navarra’s IESE business school in Barcelona, Spain, and has lived in Miami for five years. Now, his job is to attract business to the Havas media unit throughout the Americas.

One of four managing directors of MPG International, with counterparts in London, Paris and Madrid, Percovich also will continue in his role as managing director of MPG Diversity, MPG’s multicultural unit in the U.S.

“One of the advantages we have is our heritage [overseas and in Latin America],” Percovich, 33, said of MPG, which has 20 offices in Europe and six in Central and South America.

Percovich is based out of MPG’s office in Miami, where he lives with his wife and child. The job, however, offers a healthy opportunity to travel—one of his favorite hobbies—as he will spend time each month at MPG’s New York office and overseas. Fifteen employees of MPG International and Diversity report directly to him.

In his new post, Percovich reports to MPG CEO Jim Rose. He continues to report to COO John Gaffney in his role overseeing MPG Diversity.

Percovich, who also enjoys soccer and cooking, said one of his goals is to continue to expand multicultural efforts for existing clients such as Volkswagen and Heineken. “We’ve looked for ways to consolidate the client relationship and become a one-stop specialized shop,” he said. “Diversity marketing takes a lot of work, but we know how to put it to its entire use.”

Percovich said building business abroad helps MPG in the U.S. as well, citing relationships the company has made with Mexican broadcasters who are extending their businesses into this country.

Percovich has run MPG Diversity since it launched in 2001. Before that, he led MPG’s Miami office.