Acento Announces New Leadership Team

By Erik Oster Comment

Acento named Donnie Broxson (pictured: center, back) as its new CEO, with Hispanic advertising pioneer Roberto Orcí stepping into a chairman role. Broxson will be responsible for shaping the agency’s strategic direction, leading operations and client relationships, with all departments reporting to him. As chairman, Orcí will be tasked with further growing the agency’s business, diversifying its revenue base and building the company’s brand.

Broxson previously served as president for Acento, a role he has held for around a year and a half. Before that, he spent over seven years as evp, client leadership and strategy. Before joining Acento in 2011, he spent nearly two years as manager, corporate programs and communications for Edison International.

The agency also expanded its leadership team by promoting Angélica Garcia (pictured: far left) to vp, strategy and insights, Sofia Escamilla (pictured: second from left) to vice president, media and Lourdes Washington (pictured: second from right) to vice president, client leadership. They join Acento veterans CCO Marco Cassese (pictured: center, front) and chief financial officer Bob Berry (pictured: far right) on the Acento leadership team.

Escamilla has spent the past seven and a half years as group media director at Acento, following a year and a half as vp, media strategist at Phelps. A 15-year Acento veteran who has spent 30 years in the industry, Garcia spent the last five years as director of strategy and insights. Another 15-year Acento veteran, Washington most recently served as group account director on Wells Fargo.

“With our new team in place, Acento brings an invigorated and holistic approach to cross-cultural marketing that challenges consumer indifference across cultural and linguistic siloes,” Broxson said in a statement. “The result of our leadership team’s evolution is a more efficient and impactful company that creates cultural connection and drives business growth for our clients.”

“This structure will set us up for success as we forge new paths in a dynamic cultural landscape,” Orcí added. “I look forward to supporting the agency’s work as a visible ambassador for our brand. It’s an exciting new chapter for me personally, and for all of us at the agency.”

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