Francisco Cardenas: Director of Digital Strategy, Richards/Lerma

Francisco’s title? Director of digital strategy. Behind that title? A storybook career.

Francisco’s tale starts in Mexico City, with jobs at GibertDDB and JWT. The next chapter finds him graduating from the University of Texas and working for Leo Burnett and Dieste. Turn the page, and he’s earning an MBA in Sports Management from the Universidad Europea de Madrid. Then returning to Mexico to start his own agency. Then partnering with Lead2action, a top digital shop. Then restructuring that shop for acquisition by Publicis. Dieste brings Francisco back to Dallas, where he earns acclaim from Cannes and the Clios – and attention from Richards/Lerma. Here, Francisco tells impressive stories for brands such as Dr Pepper, MetroPCS, and Bud Light.

Predictive Consumerism

Francisco Cardenas

Consumers consume. What they consume and when they consume is their choice, but that choice is becoming more and more managed, predicted, and influenced as our technology and understanding of shopping behavior grows more sophisticated. Brands continue to try to influence this choice with the expected advertising and marketing tactics, in many of the same  Continue Reading...

Hispanics Speak Digital

Francisco Cardenas

Fifty-two percent of the 56 million Hispanics in the United States are under the age of 30. They are young, tech-savvy, and among the most influential trendsetters and tastemakers. Marketers see the clear opportunity and power of this group as long as they can connect with them in an effective way.  Continue Reading...