Sergio Alcocer Launches New Advertising Agency With Rest of the World.

New concept. New Structure

The Austin-based agency hopes to bring multicultural spirit and Latin-inspired creativity into the mainstream and represent American culture today. The specialized agency is designed to work on a project basis and collaborate with large agency networks on assignments that require multicultural expertise.

Sergio Alcocer is one of the most progressive multicultural marketers in the USA. In 1999 he helped found LatinWorks, an agency that has consistently bent the rules of the Hispanic market by creating thought-provoking campaigns for some of the major advertisers in the space. The agency that Sergio presides over as President and CCO has been recognized as the Multicultural Agency of the Year in 2013, 2012, & 2010 by AdAge, and in 2012 and 2010 by Adweek. The shop has been on AdAge’s ranking of the top ten agencies in the USA in 2014 and 2011 and was honored as Small Agency of the Year in 2012.

The Austin-based agency’s corporate color palette represents all skin tones harmonically co-existing, accurately depicting how the company is deeply rooted in and representative of American culture today. It’s no coincidence that an agency like Rest of the World is being born today; they are an advertising firm formed in and for the Trump era.

‘This is an exciting time for a new type of agency,” says Alcocer. “The next four years companies and brands will need to take a stance. Not a political stance per se, but a social stance. Do you embrace multiculturalism as a way to strengthen the country, or do you consider it a threat? What value do you give to diversity? People will favor brands and products that share their beliefs. We are here for companies that are not afraid of color, brands that believe that diversity is energy for the future of the country.”

Rest of the World is a specialized agency, designed to work well on a project basis and collaborate with large agency networks on assignments that require multicultural expertise. The agency has a vision, not only for helping clients grow their businesses to reach a new age of diverse consumers, but also for the level of talent and personnel they seek to attract as collaborators. With a small, highly skilled team in business strategy, planning, social media and creative content, along with a network of collaborators, Rest of the World seeks to distinguish itself with creative, flexible and insightful campaigns that fit the increasing diversity of the nation.

“Both in the USA and globally, advertising agencies are struggling to adapt to social and technological changes and to the fast pace of businesses. Starting an agency in 2017 allows us to be the result of those changes rather than trying to transform an old model,” says Alcocer. “Today you do not need a staff of dozens to be effective. Bureaucracy kills creativity. It makes you slow and unresponsive. Rest of the World will remain horizontal and flexible by design.”

“We are inspired by The New Colossus, the poem inscribed in the Statue of Liberty: ‘Give me your tired, your poor, your huddled masses yearning to breathe free, . . .’” says Alcocer. “The reality is that the ad industry lacks diversity, and there is a lot of talent waiting for an opportunity to shine. Rest of the World will be the agency where diverse talent can do the best work of their lives on behalf of our clients”

Prior to leaving LatinWorks in 2015, Alcocer spent 16 years there working on an impressive array of creative campaigns and brand-building work for companies both large and small. He has been a judge twice at the Cannes Lions International Festival of Creativity, and under his creative leadership, LatinWorks was awarded Ad Age’s Multicultural Agency of the Year multiple times. Alcocer’s recent work in preparation for the official launch of Rest of the World has included a campaign to promote US tourism to Mexico’s Baja California region and efforts in preparation for the launch of Mexican sports brand Voit in the US.

Rest of the World is now accepting new client inquiries. Interested parties can reach out to [email protected]. And you can find more information on the agency at www.restoftheworld.agency

Your Editor Welcomes: Sergio treads two worlds, concept and structure. We’ll follow him closely.