Sergio Alcocer of LatinWorks: I’m proud to bring brilliant people from Latin America to take their place in the Hispanic market

Sergio Alcocer, president of LatinWorks, announced to PRODU the contracting of Chepe Antillon as creative director of the Hispanic agency, and said “I’m really pleased about Chepe joining the agency.” “I’m amazed by his talent and what it can contribute to the agency – I’m also proud to bring brilliant people from Latin America to take their place in the Hispanic market and give them the chance to make our market even better,” he said.Antillon has had a long career with BBDO which he served for 12 years at its Costa Rica office, and for which he has been its VP creative director based in Puerto Rico for the past two years.For his part, Antillon said “it looks to me like one of the agencies with the greatest creative potential and every year it shows it. They’re super-consistent and being here is a big challenge – being part of such a good team really motivates me.”The creative’s move to LatinWorks represents his entry into the Hispanic market. “Moving from Central America to Puerto Rico was the perfect transition between Latin America and the United States. I also think that getting into the Hispanic market is challenging – it’s a market that has gotten really hot in the past few years,” Antillon said.“I want to see him be a big winner – we’re going to give him all the support in the world and our clients are very excited about his arrival,” Alcocer said.