Castells-Heard Named President Of DavisElen’s Ad Americas Unit

LOS ANGELES – Liz Castells-Heard has joined Ad Americas, the Hispanic subsidiary of DavisElen Advertising, as president.
Castells-Heard succeeds Nick Mendoza, who left the agency to pursue other interests after less than a year as the Hispanic unit’s general manager and creative director.
“[Mendoza] was more suited to being a director,” said Mark Davis, chairman and chief executive officer of Los Angeles-based DavisElen.
Castells-Heard has more than 17 years of advertising and marketing experience on both the client and agency side. Most recently, she was president of Oriflame Corp., a Swedish cosmetics company. Prior to that, she was executive vice president of client services at Valdes Zacky Associates, another Los Angeles agency specializing in Hispanic marketing.
Founded in 1985, Ad Americas bills more than $10 million annually. Its clients include the Southern California Toyota dealers, Knott’s Berry Farm and some Western regional McDonald’s co-ops, shared with DavisElen.
Castells-Heard said her goal is to expand Ad Americas beyond DavisElen’s client roster. “The key to growth in new business will be with other general market agencies and other media partners,” she said.