Humberto Freydell, Partner

Humberto has close to 15 years of Hispanic advertising and direct marketing experience, including IBM, American Express, AT&T, Microsoft, United States Postal Service, AEGON, Sears, Visa, Kraft and Citibank.

Humberto also has broad international experience. He was the Worldwide and Latin America Account Supervisor at Ogilvy for IBM and Lotus, serving all their brands across 20 countries.  He also lived in Mexico City for 6 months as an Account Director in order to build/restructure the agency team that served IBM and AMEX accounts.

After this experience, Humberto spearheaded for 4 years, all Direct Marketing efforts to the Hispanic Market at The Bravo Group (The biggest Hispanic Agency in USA).  He pitched and won the AEGON, VISA and Kraft Direct Marketing accounts for the Agency.

His experience in developing communications to the marketplace and a deep understanding of the Hispanic consumer, translates into strategic thinking to marketing plans, insightful point-of-views and overall thoughtful leadership.

He founded Directo Hispano, Inc., which later evolved into Freydell + Torres Diversity.

Humberto received a B.A. in Colombia and specialized in Direct Marketing at New York University.

Carlos F. Torres, Partner

Carlos F. Torres was a founding member of Directo Hispano, which later evolved into Freydell + Torres Diversity.Prior to that, he had been CRM Director at the Bravo Group since 2000. Prior to his return to Bravo, New York, Carlos had spent one year in Madrid, Spain. And 3 years in Miami, Florida, as Regional Creative Director for Ogilvy & Mather Latin America.

Carlos is one of a handful of bilingual professionals who helped found The Bravo Group Direct Marketing unit in 1991. In 1993, he was accepted and successfully completed, New York University’s Direct Marketing Program, making him the first program graduate with a Creative background.

Before specializing in CRM/Direct Marketing (both Creative and Strategic planning), he worked as Creative Director handling a number of General Advertising assignments for various clients in the US Hispanic, African American and General Markets. His clients have included AT&T, AEGON USA, Bristol-Miers (Clairol and Nice&Easy), Colgate-Palmolive, Cendant, Citibank, Cinemax, HBO, H&R Block, IBM, Kodak, Road Runner. The New York Times, New York Transit Authority, Unilever, Visa and others. Carlos’s creative work has earned him various advertising awards in the US and Latin America.

A native of Colombia, Carlos is fluent in English, French and Spanish and has a working knowledge of Portuguese. He has lived and studied in the US, Europe and Latin America. In his spare time, Carlos volunteers with his local Church and is an avid swimmer.

Jaime Jara Cervantes, Creative Director

Jaime joined Freydell + Torres Diversity after being an Associate Creative Director at Mosaica MD, one of the multicultural agencies of Y&R. Before that, he spent five years at Ogilvy New York where he was a senior copywriter for IBM, SAP and American Express for Latin America. Previously, Jaime spent one year at Ogilvy Miami as Creative Director managing the account of Terra networks for the US Hispanic market.

Originally from Chile, Jaime worked for 8 years at McCann Erickson Chile, eventually reaching the post of Group Creative Director, heading campaigns for Coca-Cola, Nestlé, Nike, General Motors, L’Oreal, Martini, Gillette, Hewlett-Packard and Bayer.

Jaime has been instrumental in DRTV advertising and new business endeavors across financial, packaged goods and retail categories among others.

Jaime holds degrees in Journalism and film studies and has been a foreign correspondent for the New York Film Festival and The Hollywood Film Academy Awards.

Jacqueline M. Rocco, Creative Director

In 1991, when The Bravo Group landed the AT&T account, there surged overnight the need for Hispanic Direct Response art directors. At that time very few people knew, and fewer still wanted to learn, the complexities of response mechanisms, production requirements, lasering, personalization, postal discounts, not to mention the needed attention to the slightest detail. This service gap was costing the agency a hefty price in terms of unhappy clients and missed assignments.

Except Jacqueline Rocco. Her strong visual arts background, suppported by a few years of invaluable experience in some of New York City’s leading presentation studios, had provided her with the stuff required for what was then becoming the fastest-growing direct marketing program in the US Hispanic market. Over one hundred different mailings with some of the market’s most complex matrixes were handled by Bravo under the stewardship of Jacqueline Rocco who was instrumental in growing that account and in setting up a direct mail studio.

Jacqueline Rocco was recruited by Ogilvy and Mather in 1995 as Direct Marketing Regional Associate Creative Director for Latin America.  Her expertise came in handy, as she was responsible for the American Express, Cigna and IBM accounts, among others. Most Latin American mailings had several Spanish versions, (Argentina, Chile, Mexico) and one Portuguese (Brazil) – a process that grew more complicated when the mailings reached Central American and Caribbean Nations.

Jacqueline Rocco moved to Madrid in 1999 to work in a local shop servicing the Banco Central Hispano. She returned to the New York City area in 2001.