Librado Sanchez has over 22 years of Advertising Agency experience, with the last 14 years exclusively within Production/Business Affairs.
He started his journey in 2002 as a Traffic Manager/Database Programmer for Grey Advertising’s Direct Response wing, Grey Direct. There, he made connections with many creative agencies and asset distribution providers and got a very good grasp of Media Planning/Buying, Ratings Optimization, and the overall Media Agency landscape.
He continued on to DraftFCB’s ID Media as Traffic Director and Project Manager. Librado further coupled his experience in advertising with his Computer Science background by managing software development projects for internal proprietary tools as well as working with 3rd party software providers, such as Datatech and MediaOcean, to improve upon their media planning, buying, and trafficking systems.
Skip ahead several years and Librado found himself working at SiboneyUSA, then the Hispanic Marketing Agency for Colgate-Palmolive and The Milk Processing Board’s gotmilk? Campaign until being acquired by WPP/Young & Rubicam’s Red Fuse/Team Colgate. This is where he was able to gain expert knowledge and a new found interest of the Creative Agency process. As a Project Manager working very closely with accounts, strategy, creative, media, and production, Librado developed a love for seeing projects come to life, particularly from the point of view of Business Affairs.
Librado continued on to expand his skills and experience in Production and Business Affairs at some of the top creative agencies, such as Droga5, Publicis’ Bartle Bogle Hegarty (BBH), Translation, and The Martin Agency. Librado worked on some iconic campaigns for brands such as Under Armour, for which Droga5 won a Cannes Grand Prix, Playstation, where BBH always pushed the boundaries of their Greatness Awaits campaign. Additionally, Librado was integral in Translation’s “SiriusXM” house campaign which combined 19 celebrities in a production of half a dozen TV Commercials in their “The Real World / Big Brother” spoof campaign.
Librado’s experience goes beyond traditional TV ads. At Droga5 he worked on several experiential and interactive productions for Diet Coke, BelviIta, and Honeymaid. At BBH, he worked with a speakers bureau to recruit and enlist subject matter experts for Brighthouse Financial’s Insights Panel. At Translation, he led all celebrity and influencer engagements for AT&T’s Dream in Black productions, which included the production of a TV Commercial, IG/TikTok posts with influencers such as JR Smith and La La Anthony. As part of the Dream In Black program, Librado helped plan a scholarship program/contest, and a one day networking event for its winners. For this event he negotiated speaking and performance engagements with Shannon Sharpe, Eddie George, and Ne-Yo, as well as several influencers hired to attend and promote the event on social media.
Before venturing out on his own with Gadseek, Librado worked at The Martin Agency, leading Business Affairs for their internal influencer marketing division. Some projects included securing influencers for US Cellular’s various social events, Hanes’ Celebration of 50 years of Hip Hop, and UPS’ 2023 Fashion Week Runway Show. On behalf of UPS, Librado oversaw the reach out and negotiation with all designers showcased during the event, negotiated with IMG all Fashion Week Event deliverables, secured influencers to attend and create content promoting the event, and again worked with La La Anthony’s team to serve as host and keynote speaker at the event.
Finally, with Gadseek, Librado aims to offer industry leading Business Affairs expertise to creative agencies, brands, and production companies alike. He brings his vast knowledge of SAG-AFTRA and Non-Union productions as well as vast network of industry peers at Celebrity and Scale Talent Agencies, Music Labels/Publishers, Talent Payroll Providers, and hundreds of contacts in the commercial/IP licensing landscape.
Let us help you on your next project. You can focus on creative development and production, while Gadseek takes care of all of your Business Affairs needs and provides peace of mind. Go ahead…give us a shout.