Remember Rick Marroquin

Rick Marroquín, a veteran expert on multicultural and Hispanic marketing who was most recently an agent at CAA, died last week due to complications from lung cancer. He was 45 years old.

A gregarious man who held key positions with both agencies and brands throughout the years, Marroquín was known for being a pioneer in bridging Latin and mainstream cultures and lifestyles.

On Monday (July 11), Marroquin’s Facebook page was flooded with comments and testimonials from family, friends and colleagues who remembered a congenial, perpetually optimistic man, generous with his knowledge, connections and mentorship.

“I am so truly saddened by the news of Rick’s passing,” wrote adman Alex Lopez Negrete of Lopez Negrete Communications. “He was a friend. A gentleman. A fighter. He was funny, strong, lovable. The number of folks touched by Rick and truly dismayed by this news is enormous, which is a testament to who he was and who he will always be to so many of us.”

A graduate of the University of Miami, Marroquín began his career at Leo Burnett Group and later went to multicultural advertising agency Alma, where he developed campaigns for clients such as McDonald’s, State Farm and Royal Caribbean. He was then named director of marketing, U.S. Hispanic for McDonald’s, where he played an instrumental role in the “I’m Lovin’ It” campaign. Marroquín would go on to become chief marketing officer of Batanga, the pioneering Latin music site, and also founded Interpublic Group’s Identity, an agency focused on multicultural marketing and media for clients such as L’Oreal Paris, Chrysler, Johnson & Johnson and Home Depot.

Marroquín joined CAA in 2011 and, despite his battle with cancer, remained a constant presence in Latin entertainment and industry functions until recently.

“Rick was a beloved member of the CAA family and we are heartbroken by his passing,” said the CAA Partners in a joint statement. “He lived his life with boundless courage and optimism, and was tremendously generous and kind to all who knew him. Our hearts go out to Rick’s loving family. He will be deeply missed.”

Marroquín is survived by his wife, Marielena, and by his sons, Christian, 15, and Nicholas, 14.

Here is a recent conversation with Marroquín with Tony Hernández for the Immigrant Archive Project: