Alejandro Cardoso, former Executive Chairman of Publicis LATAM, has been appointed as the Global CEO & Managing Partner MASSIVart Latin America. With 25+ years experience, Cardoso is considered one of the most influential advertising personalities in Latin America, he left his position in June to join the leadership team at MASSIVArt. Read the press release.
Alejandro, you have held several Executive positions in Mexico and abroad, including: Yahoo, Aeromexico, TBWA, JWT and over the last decade at Publicis Groupe as Executive Chairman for Latín America . Can you tell us about your career path?
Of course. I started as an actor. Mostly theater. To support myself I mixed theater acting with a paying job. So I found the opportunity in the hotel industry where I grew from bell man to CMO. It was a great journey. I quit acting and decided to be part of the advertising and marketing world. I decided to leave the CMO role and moved to the advertising world where I worked at TBWA, Leo Burnett and JWT. I then went back as a client as Aeroméxico’s Sales & Mktg Senior VP , then Citibank’s regional CMO and Yahoo’CEO. My last corporate venture was with Paris based Publicis Groupe where I held different regional roles, my last being Publicis Groupe Latin America Executive Chairman where I led all creative, digital, technology and media operations.
Why did you choose to join MASSIVart?
World class creative work, awesome team, a differentiated, relevant value proposition and huge business potential in Mexico and all around Latin America. I love art and marketing. This partnership brings it all together.
With your arrival, MASSIVart takes a new turn with the opening of a new office, the first in Latin America. What can we expect from MASSIVart Mexico for the coming months?
I aim only at producing spectacular work. Work that will make our competitors jealous, prospects mouths water, clients highly satisfied and the press praising our work. This will result in growth for MASSIVart Inc. and MASSIVart Mexico. I believe Mexico will be the 1st step into MASSIVart’s expansion in Latin America. In the next few years our ambition is to see a MASSIVart operation in the most important markets in the region, incorporating and leading the new trends in the Real Estate, Public Art, Museum Design and Marketing services industries.
How does what MASSIVart offers fit into Mexico’s cultural/art scene and is there a need for it?
It is the perfect fit. Mexico is proud of its cultural and artistic heritage. Mexico has been is and will be an influential country when it comes to art in its many expressions, be it in contemporary art, literature, architecture, music, film making , gastronomy and even in street traditional arts and crafts. Art is everywhere. Massivart will merge this strong cultural heritage of Mexico with a marketing value proposition that combines the best of Mexico with the best of Massivart Inc. it’s a win-win proposition.
Why did you choose to work in the art and culture space?
It is in my DNA. As said before I started my career as an actor. Culture and art have always been around me and has been a passion for me. My father was an actor for some time in his early years then became influential in the advertising industry . My wife is a sublime artist. Most of my family, including my daughter, have a background in the creative industry. So it is part of my DNA, I guess, and an important part of my life. Now, through Massivart, I can combine my passion for art and culture with my extensive business experience.
What kind of art speaks to you the most?
Hard to choose. I’m open to everything . Probably my mind is most blown away with contemporary art. Visual arts and innovative sculpture/art installations get my attention. However, I love cinematography, theater, dance, literature, photography and music. I am an admirer of daring, innovative architecture. I also express myself through cooking, which I consider artistic. Art and culture is a cool way of staying alive and connected.