Michael A. Olguin Founder & Chairman
Michael A. Olguin Founder & Chairman

Outside of the office, Michael A. Olguin is known to travel more than a Jet Blue flight attendant, bleed SDSU Aztec Red & Black, and enjoy taking his ’65 Chevy Malibu for a spin with the top down in San Diego. An avid runner, he has completed seven marathons, yet he knows his way around a nice bottle of scotch and Cuban cigar.

Michael founded Havas Formula in 1992 as a national public relations boutique agency. A senior strategist with more than 30 years’ PR experience, he is equally versed in driving B-to-C and B-to-B programs for clients across consumer, lifestyle, high-tech, consumer technology, sports, entertainment, and travel categories. In addition to serving as Havas Formula’s leader, Michael expanded the agency’s offering with the creation and supervision of specialty divisions Havas FORMULATIN, Havas ATTN, Havas Trust and Havas Street, which offer Hispanic PR, social media and brand activation services, respectively.

Overseeing a nationwide staff of more approximately 200 employees in six offices—New York, Los Angeles, San Diego, Chicago, Denver and Miami—Michael splits his very full days across client strategy, leadership team management, and growing the agency through new business development. He is frequently featured as a PR expert in trade and business publications ranging from PRWeek, Ad Age, AdWeek, Entrepreneur and Inc., and as a speaker at industry events including PRSA International Conference and Hispanicize. Through Michael’s leadership and direction, Havas Formula has earned numerous awards and accolades for both client campaigns and agency success.

Lisa Ruiz-Rogers Senior Vice President
Lisa Ruiz-Rogers Senior Vice President

A hybrid strategic thinker, Lisa Ruiz-Rogers marries left-brain analytics and right-brain creativity to develop marketing solutions that engage consumers through branded entertainment, experiences and influencer marketing while delivering on ROI. Her extensive experience working across categories in brand strategy, entertainment and specializing in connecting brands with diverse populations in the U.S. through media relations, social media and community engagement, have broadened her perspective and diversified her skill set — enabling a holistic and integrated approach to managing and growing client business. She enjoys the planning, ideation and building of programs across multiple platforms, including but not limited to, brand positioning, messaging, social media, product integration, influencer partnerships, and content strategy.

Lisa flourishes both at the design and delivery stages of campaign activities – immersed in the trenches – listening, watching, engaging, executing. Over the course of her career, Lisa’s creative portfolio features serving as key PR campaign architect for some of the most beloved national and global consumer brands, including but not limited to, the iconic ‘got milk?’, Domino’s Pizza, and a multitude of P&G CPG brands – from the beloved Lovemark brand, Pampers, to the multi-award winning, record-breaking Mr. Clean Super Bowl campaign; to Swiffer, Febreze; and Dawn dish soap’s legacy cause-marketing initiative, Dawn Helps Save Wildlife.

Prior to joining the Havas Formula team as senior vice president overseeing Lifestyle East and FORMULATIN, Lisa previously led bilingual, bicultural PR campaigns for Chick-fil-A, California Strawberry Commission, DoorDash, Nike, Telemundo’s CSR initiative, ‘El Poder en Ti’, and most recently, the Alzheimer’s Association Music Moments campaign.

Ruiz-Rogers is a recognized thought-leader who has received multiple awards and honors for her work including an Effie, Drum Award for Multicultural Excellence, Global SABRE, ANA Multicultural Excellence, Silver Shorty for Good, Global SABRE, and multiple Gold SABRE, Silver Anvil, PR Week, PRSA Prism, REGGIE, and Big Apple honors.

Ruiz-Rogers was graduated from the University of Southern California with a B.A. in English Literature & Language and a minor in Theatre Arts.


Our strategic approach can be broken into eight service areas that enable us to create powerful stories about your brand and its products/services. Our intention is to create an emotional connection with target consumers at a time and place when it is most important to them, allowing your brand to achieve relevancy and differentiate itself from the competition.

Person writing date on sticky note Brand Insights

Using primary and secondary research, including our proprietary research panels, we uncover actionable insights that drive strategic thinking and recommendations.

Brand Strategy

All of our programs are anchored in insights-led strategies so that every activity and key message ladders back to your brand’s master narrative.

Brand Exposure

Earned media sits at the center of all of our programs as we look for ways to keep your brand front and center across the right media outlets—online and offline—that matter most to your target audiences.

Claritin commercial image Brand Influencers

In order to penetrate the national morning shows, top-tier print press as well as online content channels, we identify and partner with the right influencers who are both media-savvy and connected.

Hand interacting with mobile device Digital Influencers

Utilizing a hybrid of established relationships and state-of-the-art social listening tools, we identify and cultivate relationships with the right digital influencers who use their voice and authenticity to drive referral, awareness and word of mouth.

Digital Conversations

We have the full in-house capability to handle your social needs soup to nuts, from daily content and channel management to larger strategies meant to disrupt today’s social continuum and drive fanaticism.

Football field. Symbolizing strategy Brand Activations

Our in-house Street division handles large and scalable experiential events, stunts, sampling programs and more, so target audiences can experience your brand in ways that drive awareness, trial, purchase and loyalty.

Brand Partnerships

We identify the right brand partners and build relevant, buzzworthy collaborations that make your marketing dollars work twice as hard.

Over-the-shoulder image of a video editor in our content studio Brand Building

We roll up our sleeves and get creative to help raise your brand’s profile in the marketplace.

Image of a tablet laying on a table ( a device where digital commerce occurs). Thought Leadership

Leveraging your C-Level/subject matter experts, we ensure your brand is the one media turns to when industry input is needed

Research Panels

Havas FORMULATIN utilizes three proprietary research panels to access keen insights into key vertical target consumers. Each panel enables us to better understand motivations, buying habits and brand knowledge, which we leverage to develop comprehensive public relations programs.

Latinos 2.0
We have developed a research database consisting of more than 1,500 vetted Hispanic women that we call Nueva Latinas, which we utilize to better understand how this elusive female consumer thinks and feels about various brands.