Recent UTPA graduate will represent U.S. in international advertising competition
Posted: 01/08/2008
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Franco Caballero, a recent graduate in communication from The University of Texas-Pan American and a copywriter at Bromley Communications in San Antonio, is taking the advertising world by storm.

Caballero, along with Bromley copywriting partner Victor Noriega, will represent the U.S. Hispanic market in the Cannes Lions' "Young Lions" competition in Cannes, France in June 2008. Now in its 55th year, the Cannes Lions International Advertising Festival is one of the most prestigious international advertising creative competitions in the world. More than 9,000 registered delegates from 85 countries attended in 2007.

- UTPA alumnus Franco Caballero
Caballero said his response to be chosen as one of only two teams - one for the Hispanic and one for the Anglo market - sent by the United States to the competition was emocionado (excited).

"I was speechless," he said. "I am in awe of having the opportunity to represent the voice, not only of our agency Bromley and the Hispanic advertising industry, but of all who embody and participate in the fostering of the Hispanic market in the U.S."

The Young Lions competition is open to advertising professionals up to 28 years old. There is a maximum of 35 teams (in pairs) and more than 30 different countries participating. The competition, which has print, cyber and film sections, takes place during the festival week at the Palais des Festival, where the teams are briefed by a client and charged with creating and executing a campaign within 24 hours.

To win this coveted spot representing the entire U.S. Hispanic market, Caballero and Noriega competed in a sudden death, winner takes all, 24-hour challenge held in New York. The challenge was to create a piece of communication that would get Latinos in the United States to click in to and sign a declaration. ONE is a nonprofit organization that is working to eradicate global poverty, hunger and diseases.

Caballero graduated from the UTPA Department of Communication's advertising/public relations track in August 2006. As an undergraduate, he worked for the Pan American student newspaper as a photographer, and as the photo editor of the Panorama magazine.

"On both publications he distinguished himself as a creative force, assisting the magazine in winning more than 23 awards, including two first place national design awards," said Dr. Kimberly Selber, assistant professor in UTPA's Department of Communication and an adviser for University student publications.

After interning in the summer 2006 with Bromley Communications, the leading Hispanic advertising agency in the country, Caballero was hired in a permanent position as a copywriter working with some of the company's major brand accounts. Bromley's portfolio includes such familiar names as Nestlé, P&G, ALCOA, Coors Light, and General Mills, to name a few.

Caballero said he appreciated the institutional support of the freedom and liberty he was allowed in pursuing his studies and career goal.

"UTPA allowed me to experience my field of study in a unique, personalized manner that exploited my potential to the fullest," he said.

Caballero said he will assist as a liaison with Bromley's efforts in providing internship opportunities for students at UTPA and other higher education institutions that offer well-qualified, bi-culturally aware candidates. Plans are being established for a formal internship program but those from UTPA interested in a student internship at Bromley should contact the UTPA Office of Career Services he said.

For more information on locating or providing internship opportunities for UTPA students, call 956/381-2243 or go to