Bios
Mercedes Rodriguez-Bermejo
Director of CulturalizationTM
Mercedes Rodríguez-Bermejo is Director of Culturalization at HispanicWorks. Her responsibilities include Hispanic culturalization of creative, as well as management of production services.
She has worked in Spanish advertising for the U.S. and Latin America for over 13 years as a copywriter for Saatchi & Saatchi and Young & Rubicam, as well as a producer and broadcasting director.
She also developed the Columbia University Chase Institute Language Program for Berlitz. Her responsibilities have also included the management of marketing research in both Spanish and Portuguese.
Mercedes was born in Madrid, Spain and has lived in NY since 1990. She has a B.A. in Art History and Spanish Literature from the Universidad Central de Barcelona and a B.A. from Madrid's Conservatory of Music, as well as an M.A. from Barcelona's Taller de Música and an M.A. in Romance Languages from Madrid's Complutense University.
Some relevant clients include: Coca Cola, McDonalds, Nestle, American Airlines, Motorola, Unisys, Apple Computers, JPMorganChase Manhattan Corp., Medtronic, Travelocity, EDS, and Warner Bros.
Caroline Fish
Partner
Vice President, Creative Director
Caroline Fish is Vice President and Creative Director at HispanicWorks.
Caroline has worked in multicultural advertising for close to 10 years. Prior to joining HispanicWorks, Caroline was a creative director at Admerasia, overseeing the development of multicultural advertising campaigns for MCI, Iridium and MetLife.
Before that, as a senior copywriter at Y A R Communications, she created advertising and direct marketing for such clients as AT&T, CNN en Español, Las Vegas, and Western Union.
Caroline is fluent in Spanish and has lived and worked in Spain. Her work has won many creative awards, including the prestigious AAAA O'Toole Multicultural Award for two AT&T television spots.
Abbott Wool
VP, Media & Research
Abbott Wool, a veteran of 30+ years in advertising and marketing, is VP, Media & Research at HispanicWorks.
As a multicultural media/marketing specialist he has been involved in the creation of planning and analysis systems of the first generally available Hispanic radio reach and frequency models for Hispanic radio and television.
Abby is the Consulting Media & Research Editor for the Hispanic industry bible Hispanic Market Weekly. His articles are widely clipped and cited as marketers' and media planners' strategic source material.
Abby founded and chaired the Advertising Research Foundation's Ethnic Research Steering Committee for over 10 years, and also chaired the ARF's Internet Universe Subcommittee.
He serves on the Editorial Board of the Journal of Advertising Research. Abby is also publisher of The Advertising Media Internet Center, Chief Guru for AMIC's "Ask the Media Guru."
Jason Uechi
Partner
Vice President, Chief Technology Officer
Since joining HispanicWorks, Jason's work has included management of countless complex enterprise-level interactive assignments. This includes e-commerce, intranet, extranet, and marketing driven sites. Jason has also undertaken extensive software development — from building a complete web browser from scratch in Java 1.0 to current applications for email database management and delivery, use of neural networks, remote server synchronization applications and development in Java for cellphones and PDAs.
Jason was born and raised in Kona, Hawaii and received his doctorate from Columbia University in music composition, where his focus included computer and electronic music.
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