Paul Martinez is the president and CEO of Martinez Communications, an advertising agency he formed three years ago. The firm has been named agency-of-record for the Hispanic Council for Reform and Educational Options.
WHAT IS HISPANIC CREO?
A national, non-partisan organization representing the interests of Hispanic children, the group aims to bolster Hispanic students academic achievement. The entity holds a retainer agreement with Martinez to head its national public awareness campaign.
WHAT WORK HAS BEEN DONE SO FAR?
“We are in the fact-finding portion of the process to find out what they want concerned parents to do. It will be on radio, television, print and in direct mail. It’s our first real national account with media placement.”
WHAT ARE YOUR DUTIES AS PRESIDENT?
“Mainly managing and sales. I meet clients to find out their needs and the needs of their customers. We formulate a plan, get approval and execute it.”
WHO ARE YOUR CLIENTS?
Real estate, hospitality, transportation, franchises, government agencies, nonprofits and Hispanic marketing entities.
ROOTS
Spanish Harlem in New York City was home to Martinez as a child. He later moved to Miami.
EDUCATION
Martinez has a bachelor’s degree in marketing and management from Jacksonville University.
WHY GO INTO THIS FIELD?
“It’s different. The diversity is what I like about it.”
HOME FIRES
Jacksonville Beach is home to Martinez. He has two children, Michael and Chelsea.
VENTURING OUT
The Dalton Agency gave Martinez his start in the marketing business. From there he established the Car Channel on MediaOne (now NetLook) where individuals could advertise used cars. He stepped down as CEO of the Car Channel to become his own boss. “It’s the American dream not to answer to anyone but yourself.”
HOW ARE YOU DIFFERENT FROM THE OTHER GUYS?
“I wanted to bring high level expertise to small to medium sized companies that did not want to work with a large company. We can move quicker and get things to market faster. Our staff numbers 10, but we use freelance professionals for special projects. All our creative work is done in-house. What sets us apart is our flexibility and that there are no junior people here. In a lot of larger agencies, the initial contact may be sharp but then you may be assigned to a junior associate. Also, because we do work in different markets, we can look at things from different cultures.”
WHAT’S REWARDING ABOUT YOUR WORK?
“This business is results-driven so good results are rewarding.”
WHAT’S MOST CHALLENGING?
“This job is interesting because I could be dealing with someone who wants to sell hamburgers in the morning to someone who wants to sell luxury waterfront real estate in the afternoon. We haven’t come across a challenge that we couldn’t find a way to work out. It’s the same principles of marketing used throughout any industry.”
AMIGOS
Affiliations for Martinez include a seat on the board of the Ponte Vedra Beach Rotary Club and the Florida State Hispanic Chamber of Commerce Executive Board.
A HELPING HAND
The agency provides its services, including logos and T-shirts, to the High School All-Star Basketball Tournament held at Ribault.
OUTSIDE INTERESTS
“I am in search of a hobby. I like photography but I am not sure if that’s going to be the one. I do like antiquing and going anywhere around water.”
Lounging on the couch watching television, Martinez hunts down old John Wayne westerns or re-runs of “The Beverly Hillbillies.” Trying new restaurants or reading the next book by Joseph Girzone occupies the remainder of his free time.
— by Monica Chamness