The 30-something crowd is making its mark


Jorge A. Plasencia, 39
CEO, Chairman/ República

Jorge A. Plasencia was only 32 years old when he decided to start his own advertising agency. He knew the advertising agency business only from the clients’ point of view, having worked in marketing for the Florida Marlins, Estefan Enterprises and Univision Radio. At Univision, Plasencia rose to corporate vice president and operating manager.

By 2006, he was itching to start his own advertising and communications agency, one that would help connect global brands with a multicultural audience. Plasencia’s Cuban-born parents had immigrated to Miami in the 1960s, where he was raised in a bilingual household. “I read, I watch and listen to media in both languages,” he says. “I wanted to create an advertising agency that would target the new reality of these consumers that live in both worlds.”

In his agency’s first years, he had to compete against bigger better-known firms for business. But by 2010, República had $6 million in revenue. The firm nearly doubled its revenue to $11.9 million last year. The 75-employee firm works with clients like Univision, Nielsen, Baptist Health South Florida and Toyota.

Plasencia is chairman of the National Council of La Raza, a Hispanic civic rights and advocacy group. He’s the first Cuban-American to chair that group and it its youngest chairman. “I’m very proud of that,” Plasencia says. In his office, he keeps letters from five U.S. presidents congratulating him on the La Raza chairmanship.

When Plasencia was 17, he and a few friends founded a non-profit called Amigos for Kids. The group raised funds to create programs for abused and underprivileged children in Miami. It still exits.

Source: Florida Trend, May 2014 – Page 133