Luis Garrido

SVP Strategy @Interpublic Group of Companies (IPG)

Growth HackerDigital Ads ManagerMarketing Director💸 MarketingInfluencer Marketing ManagerPartnerships Manager👍 Sales & BizDev🐦 Design🧨 ConsultingCommunity ManagerBrand Marketing ManagerCustomer ResearcherContent Manager

Luis Garrido is the current Senior Vice President of Strategy at Interpublic Group of Companies (IPG), a leading global advertising and marketing services company. He is responsible for guiding the strategic direction of the company, as well as overseeing its data-driven initiatives. Prior to his role at IPG, he held several senior leadership roles in the marketing industry, developing a strong background in strategy, innovation, and data analytics. Luis' expertise in integrating business and marketing strategies has made him a vital asset to the IPG team. His leadership has been instrumental in advancing the company's strategic initiatives and leading-edge marketing solutions.

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Work Background

Interpublic Group (IPG)SVP Strategy

Jul. 2014 - Apr. 2024Minneapolis & New York · HybridEvolution: Led full-service agency Mithun's transformation into a creative media boutique, partnering with industry giants like McCann NY and Droga 5, culminating in acquisition by Mediahub. Leadership: Directed strategic vision post-acquisition, managing major brand campaigns with budgets up to $380M. Managed team of 20 and 20+ agency/vendor relationships. Diversity Advocacy: Championed multicultural respect and inclusion, enhancing brand engagement across diverse markets. • Sample Clients: Remy Cointreau, Evofem/Phexxi, Dow Jones/WSJ, Morgan Stanley-Etrade, Bill & Melinda Gates Foundation, General Mills, Coca-Cola/Fanta, MGM Resorts KEY ACHIEVEMENTS: Mediahub (2020-2024), Senior Vice President, Communication Strategy • Built a unified culture while leading globally dispersed resources and aligning partner agencies, including creative, experiential, PR, brand health, and attribution modeling • Applied anthropological-based frameworks, primary, and social data, along with secondary and syndicated resources to strengthen insights and narrative power, fueling human-centered campaigns • Evaluated and launched generative AI capabilities within comms strategy services • Earned $2M in first-year revenue with launch of survey-driven health behavior and attitude data tool with data partner Acxiom, allowing for integration of insights directly into programmatic ecosystem. McCann Minneapolis (2016-2020), Senior Vice President, Communications Strategy • Innovated planning and media investment for a $380M CPG product portfolio spanning multiple brands through development of 360 briefings and measurement framework Mithun (2014 – 2016), Senior Vice President, Group Media • Oversight of strategic planning capabilities. Created a connection planning process that broadened media strategies beyond traditional avenues, including experiential and product applications

University of MinnesotaHubbard School Fellow in Diversity, Equity, and Inclusivity

Aug. 2019 - Dec. 2023Minneapolis, MN

University of St. ThomasAdjunct Professor

Jan. 2019 - Jun. 2019Taught advertising strategy in UST’s MBA program and strategic communications in the College of Arts and Sciences.

440insightPrincipal

Apr. 2014 - Jul. 2014Minneapolis, MNWorked as a marketing consultant to help the Broadhead agency develop a new creative and media development process and also helped conceive and evaluate a new agency positioning to begin to move the agency past its agricultural roots. Worked with AmericInn Hotels (via creative freelancer) to provide research support and develop an experiential summer promotion that moved beyond simple price promotion approaches of years past. The promotion was awarded a gold Adrian award for digital marketing excellence.

Campbell MithunMedia Supervisor

Jul. 1996 - Aug. 2003Greater Minneapolis-St. Paul AreaProgressively increased responsibility across several accounts. Negotiated novel cross-media deal with Time Warner for Andersen Windows and initiated H&R Block’s first interactive TV campaign in 2001. Created early procedures for digital media planning and execution.

Martin WilliamsVP, Director of Strategic Planning

Jul. 2010 - Apr. 2014Greater Minneapolis-St. Paul AreaEvolved strategic planning process to modernize qualitative research approaches while also enhancing quantitative expertise to accommodate growing demand for "Big Data" analysis among clients. Integrated social media data into strategic planning by identifying and securing appropriate tools, developing agency expertise in anthropological analysis of the data, and incorporating the insights into the creative workflow. The result is faster, more in-depth initial insights that inspire ideas, fuel early understanding of the consumer, and quickly indicate a brand's place in the consumer's mind. Developed an innovative online ethnography methodology that allows for consumer co-creation of communications plans while improving diversity, quality, and veracity of the data. Reinvented creative briefing process from top to bottom to instigate bolder thinking and cross-departmental collaboration.

440socialPrincipal

Feb. 2010 - Jul. 2010Greater Minneapolis-St. Paul Area440 is a marketing communications consultancy specializing in an anthropological concept based planning approach that ascertains core consumer needs and develops unique communication strategies to align client business offerings to those needs.

MullenVP, Group Media Director

Jul. 2006 - Feb. 2010Greater Boston AreaManaged several full service accounts and functioned as account director on media-only accounts. Member of core new business team. Led development of analytical modeling for Orbitz and launched first-ever social media strategies for Orbitz and MassMutual. Won Mediapost Creative Media Award for work on MassMutual with The New Yorker magazine. Negotiated several cross-media and experiential partnerships.

Art InstituteAdjunct Professor

Jan. 2006 - Dec. 2006Taught Intro to Media Planning Course

FallonAssociate Media Director

Mar. 2006 - Jul. 2006Greater Minneapolis-St. Paul AreaLed team that developed Citibank retail expansion in multiple cities. Worked on Citibank’s launch of the “Thank You” rewards program.

Target CorporationManager, Corp. Media

Aug. 2003 - Mar. 2006Greater Minneapolis-St. Paul AreaManaged multi-media planning and buying for several lines of business. Led participation in first online “upfronts” to maximize opportunities with AOL, Yahoo, MSN. Drove first experiments with online circular. Redesigned newspaper buying process to achieve better efficiencies. Negotiated cross-media partnerships for Target Back-to-School initiative.