Michael A. Olguin CEO
Michael A. Olguin CEO

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.

Emigdio Rojas Vice President
Emigdio Rojas Vice President

Emigdio Rojas is a seasoned executive whose expertise encompasses the development of marketing and corporate communications strategies that connect with multicultural consumers throughout the U.S. multicultural and Hispanic market. Throughout his more than 15 years’ experience, he has established a track record of executing highly effective regional, national and global campaigns for international corporations across a variety of sectors.

Mr. Rojas has a diverse skill set that reflects his entrepreneurial, adaptive style, drawn from experience in account management, media relations, strategy development, consumer research and insight development, influencer marketing, branded entertainment and creative development.

Over 15 years, he has led integrated marketing communications for top international corporations in the packaged goods, pharmaceutical, healthcare, technology, cybersecurity, fundraising and insurance industries.

Emigdio holds a master’s degree in business management from Baruch College, a disruptive strategy and innovation executive level certificate from Harvard Business School, a graduate certificate in integrated marketing from New York University and a bachelor’s degree in business administration from Santa Maria University.

He lives in Miami with his wife and two daughters. He is an avid cyclist who likes to compete every now and then and loves the outdoors.


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.