REPÚBLICA HAVAS’ LUIS CASAMAYOR WANTS THE AGENCY TO BE ONE OF THE BEST CREATIVE SHOPS IN THE WORLD—AND HE VOWS TO NOT STOP UNTIL IT HAPPENS.
The Co-Founder, President, and recently named Chief Creative Officer of the Miami-based República Havas’ shares how he and CEO Jorge Plasencia were inspired to start the agency, now one of the largest Hispanic-American agencies in the US, what gets him out of bed, and why he can’t say what the best restaurant in Miami is.
What’s it like living and working in Miami?
Love it! Born and raised. Keeps me connected to Latin culture, music, food, art, the ocean, and Vitamin D.
How did you get your start in the industry? What was your first job?
Coming from three generations of printers, I worked in each department of my family’s print shop. Art, stripping, press room, and bindery. I gravitated towards the art department. Then, in the late ’80s, my father tasked me with transitioning from analog to desktop publishing. Once I sat behind my first Mac, I was hooked.
Before starting República with Jorge Plasencia, you ran your own creative and design agency, Cosmyk; what made you want to leave and start another agency?
Jorge is a master relationship builder and phenomenal marketer. Together we knew we could build something special. And we did.
How do you feel you and Jorge balance each other out professionally?
Jorge and I met in Miami’s social scene and had many friends in common. One of those friends thought we would work well together because of our Yin/Yang personalities. He set up a Happy Hour for us to connect and explore opportunities. Sometime later, on a dirty bar napkin, we drew up what this would become.
Yin/Yang means we both know we want to go from Point A to Point B. Jorge takes the straight path while I take the winding scenic one.
How has your design background shaped your approach with República Havas?
It drives every decision I make, from the office to our talent. Everything is dreamt up with design in mind.
What do you attribute to the agency’s success?
Hard work, happy clients
As one of the fastest-growing agencies in America, República fielded offers from many holding companies and agencies, so why Havas?
That was the easiest decision Jorge and I ever made. We knew from the first moment we met with Havas that it was right. Entrepreneurial, nimble, creative, and hungry. Just like us.
Tell us a little about your new role and what your goals are moving forward for the agency?
To be among the top creative shops in the world. I will not stop until we get there.
What’s something you wish you could change about the advertising industry?
Nothing really. I love the influence we can make with the right ideas. That gets me up every morning, loving what I do.
Your most used app?
Three-way tie: Apple Music, Audible, Calm.
What’s the best restaurant in Miami?
I love great food but I cannot answer this question! I have too many friends in the restaurant business. They will stop serving me if I do not mention them. But if anyone is planning on coming to Miami soon, just reach out and I will hook you up with the best spots in town.
What’s your motto?
The people who are crazy enough to think they can change the world are the ones who do.
What’s the last show you binged on?