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.

Born into an Mexican-American family with eight siblings, Michael founded Havas Formula in 1992 as a national public relations boutique agency. A senior strategist with more than 25 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 and Havas Street, which offer Hispanic PR, social media and brand activation services, respectively.

Overseeing a nationwide staff of more than 130 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 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.

Associate Vice President Andy Checo has over 15 years of public relations and marketing communications experience. Specializing in the U.S. Hispanic market, his experience comes from both the agency side, having worked at RL Public Relations, Edelman, Vidal Partnership, Interpublic Group’s ICC Lowe and Arcos Communications, and from in-house through his work for publicly listed and privately held companies, including MundoFox (currently known as MundoMax), Maximus Inc. and Healthfirst.

Originally from the Dominican Republic, Checo grew up in New York. He received a bachelor’s degree in public relations and international studies from Mount Saint Mary College (NY) and attended a master’s program at Middlebury College’s Language School in Vermont and Madrid. Checo is also a graduate of the American Association of Advertising Agencies’ Institute of Advanced Advertising Studies. He currently serves as chair of the Hispanic Public Relations Association’s National Bravo! Awards and is a member of the Public Relations Society of America. He is past-president and board member of HPRA and previously served as president of its New York Chapter (2013, 2014).

During his spare time, Checo enjoys being outside in nature at his log cabin in New York’s Catskills mountains, where he spends most of his weekends. He also considers sipping wine and enjoying the company of his dogs among his favorite pastimes.