Into Creative: Expanded Bio

Henry S. Olguin has more than thirty years of experience as a successful writer, creator and communicator. The majority of his accomplishments result from work in advertising as a copywriter and creative director. His more than 60 awards for advertising excellence, including two Clios and a national Addy, typify his career. His consummate writing skill has led him to create and produce dual-language radio and television commercials, as well as a wide range of print and collateral materials for a variety of major clients. He is especially effective at translating corporate sales objectives into high impact messages and crafting sales vehicles for direct response assignments. He is also a highly effective presenter. Believing in sound strategic thinking as a requirement for effective creative content, he works best with teams committed to integrated marketing and sales approaches.

Hank, as he is known to his friends, currently provides copywriting, creative services, marketing communications and ideation strategies for a variety of clients as well as offering lectures and seminars on the subject of creativity. Recent assignments include work for clients such as hotlatintracks.com, Silicon Valley American Marketing Association, Washington Financial Administrator’s Association, Macy’s, Software & Things, Environment Furniture, Inc. and MexicoAdvisor. Major Accomplishment: Developed marketing and branding strategies for a startup cross-border financial planning services firm targeting Americans living and doing business in Mexico.

From 1994 to 2000, Hank served as a partner at Rodriguez, Olguin and Associates, a creative services boutique offering consulting services in advertising, marketing and production for a roster of blue-chip clients, including Fannie Mae, Centers for Disease Control & Prevention, Sea World, Pennzoil, Cellular One and Time Warner Cable. Major Accomplishment: Devised a systematic, cost-effective approach for creating and producing dual-language television commercials without expensive double-shooting schedules. The system is still in use today by Fannie Mae.

In 1983, Hank was hired by GSD&M Advertising, in Austin, Texas, as a Senior Copywriter. He was promoted to Creative Director as a result of award-winning dual-language work on several Coors Brewing Company brands, Taco Bell and the Texas Department of Highways. After gaining a reputation as a top creative thinker and presenter of unique and powerful ideas, he became the team leader in developing marketing, image-building and branding strategies for Coors’ Hispanic corporate campaigns, including the brewery’s highly successful literacy effort and general market corporate cause. He also worked extensively on the Domino’s Pizza, Texas Department of Tourism, Wal-Mart and Coca-Cola accounts. Additional duties included strategic planning, new business development and client staff-training assignments. Major Accomplishment: Played a key role in reversing Coors’ slipping market share among Hispanics and affecting record sales, an achievement described by Advertising Age as one of the most dramatic marketing turnarounds in modern corporate history.

For eight years, during the 70’s, Hank directed all communications activities for SER-Jobs for Progress, a Department of Labor employment and training program with more than 100 satellite programs across the country. His duties included the writing and publication of news magazines, journals, annual reports, speeches, brochures, conference materials and special reports. He was also responsible for the program’s public affairs strategies and execution as well as the training of field personnel in communications. Major Accomplishment: Created, produced and placed the agency’s first television public service announcements. In addition, he produced a 15-minute documentary film designed to evangelize the role and success of the program to potential funding sources and community leaders.

Hank’s background includes further work as a talent agent for Pacific Artists, Hollywood; songwriter for Sesame Street, New York; and voice talent for several major companies, including Ralston Purina, Busch Entertainment, Holt Rinehart & Winston and Microsoft Games.

He earned a B.A. in Rhetoric from the University of California, Berkeley, where he lettered in football and track and earned the University Theater’s outstanding actor award.



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