Carmen Lawrence: 40 Under 40 2013

EVP and GM, The Axis Agency

Multicultural marketing whiz Carmen Lawrence has helped some of the country’s most iconic brands successfully establish themselves in the Hispanic market. A visionary in her field, she had the foresight and knowledge to identify the business potential in this vibrant and lucrative market long before others. And when she had the opportunity to join a small group of communications and marketing professionals to launch The Axis Agency, Lawrence jumped at the chance.

Since then she has helped shape the firm’s approach to multicultural marketing, working to assemble a top-class team in PR, marketing, and digital. That included pushing for a strategic account planner when few agencies invested in the area. She championed content and production when digital was still forming and fought for media planning, understanding the intersection of paid and earned media when few saw the connection.

Under her leadership, major brands including The Clorox Company, Verizon Wireless, Unilever, and Nestlé have become leaders in the Hispanic market – one of the most lucrative categories of industry since the baby boomers. A key player in the growth of Axis, Lawrence has secured high-profile, multimillion-dollar Hispanic marketing assignments, and established the agency as a leading center of multicultural marketing expertise. She also expanded the agency’s presence into five markets and throughout Axis parent Interpublic Group.

Meanwhile her leadership, interpersonal skills, and astute business sense have permeated all aspects of the firm and are apparent in her day-to-day management of the 40- strong agency team.

"Her determination, clarity of vision, focus, and the ability she has demonstrated to inspire her team and her clients have been a key factor in the growth of The Axis Agency," says president Armando Azarloza. "Carmen is a visionary thought leader and the embodiment of professional excellence in her field."

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