Carlos joined Lopito, Ileana & Howie in 1984 as a junior copywriter and quickly rose to creative director, took some time off to get an MBA from Harvard Business School and returned as general manager. He says he has learned most of what he knows from working over the past 30 years with clients like Anheuser-Busch, AT&T, Chase, Hershey’s, McDonald’s and Unilever. He recalls one good lesson he learned early on that he has passed along to others who want to make it in advertising and marketing. Soon after he joined the agency, he was taken to meet a client by a founding partner and proposed that the client lower prices to increase sales. After the meeting, he was called into the partner’s office and told: “they pay us to increase the value of their products not to lower it.”
