Most ad agencies are born in boardrooms. Republica Havas was born from a rejection letter – and a son who only found out decades later. We find out more as part of The Drum’s Miami focus.
Jorge A Plasencia with longtime creative partner Luis Casamayor
Back in 1968, Jorge Plasencia Sr, a Cuban exile rebuilding his life in the US, sent a hopeful letter to Young & Rubicam’s hallowed offices on Madison Avenue, New York. He wasn’t looking for a loan – he was already a banker, having secured a job with the group he worked with in Havana. He was reaching for something else entirely: a future in advertising, where he could fulfill his dreams to be a writer.
The reply, signed by the agency’s then-chairman and chief executive, Edward L Bond Jr, was polite, but firm: “There is no way that we could use a non-professional ‘collaborator.’”
His son, Jorge A Plasencia Jr, who is now CEO and co-founder of Republica Havas, never knew his father had even applied. “My mom found the letter in his papers,” he says. “He never told us. I had no idea he ever tried to get into advertising.”
However, that rejection letter now hangs proudly in Republica Havas’s Miami HQ, just a few feet away from where the agency’s 120-strong team plots campaigns for brands across the globe. Not only has Jorge Jr made it in advertising – he’s done it with style.
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When Plasencia teamed up with longtime creative partner Luis Casamayor in 2006 to start the agency, they named it Republica as a tribute to Jorge Sr, who had worked at Republic National Bank – one of the only institutions to give loans to Cuban immigrants based not on paperwork, but personal integrity.
In many ways, it was maybe just as well banking did not lose him to advertising. He was instrumental in helping many Cubans rebuild their lives and businesses in Miami through ‘character loans.’ “He gave people a shot,” Plasencia says. “That belief in potential – that’s what we wanted our agency to stand for.”
The duo brought complementary skills to the venture: Casamayor had run a design studio called Cosmyk and had a sharp eye for art direction, while Plasencia had built his career in media, sports and entertainment – including stints at Univision, the Miami Marlins and with Gloria and Emilio Estefan.
“We were digital, mobile and social from day one,” says Plasencia. “That early adaptability shaped how we work – and how we win.”
18 years on, Republica Havas is not only thriving – it’s topping charts. In The Drum’s World Creative Rankings 2025, the agency now sits at No 1 in Miami, No 1 in Florida, No 15 in the US, No 30 in the Americas and No 64 globally.
“This recognition is a tribute to our team’s relentless passion, creativity and commitment to making a meaningful impact,” says Plasencia, who also serves as global chief client officer of the Havas Creative Network.
Casamayor adds: “Creativity is at the heart of everything we do. This recognition reaffirms our commitment to pushing boundaries and crafting work that makes an impact. We’re here to elevate brands and create ideas that resonate globally.”
“When we started, it was hard to convince people to come work in Miami,” says Plasencia. “Now? Everyone wants in. We’re not a regional city any more – we’re a global one.”
That shift has turned Republica into something more than an agency. It’s the creative soul of the city. And soon, its headquarters will officially become a Havas Village – bringing together creative, media, health and experiential divisions under one roof.
But Republica has never been about growth for its own sake. Its soul is rooted in community – and in culture.
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From emotionally charged Alzheimer’s awareness campaigns like ‘Name Confusion’ to long-standing support for nonprofits like Amigos for Kids, Republica’s output has a conscience. Its work in Hispanic and multicultural marketing goes far beyond translation.
“There’s still this idea that you can just translate a general-market ad and reach everyone,” says Plasencia. “But a lot gets lost in translation. We believe in transcreation. You’ve got to understand the culture.”
That insight has paid dividends. Republica’s mix of creative excellence and cultural fluency has made it a go-to partner for brands that want to speak to modern America, not just a segment of it.
Despite its global reach and growing list of international awards, Republica Havas has never lost sight of where it started – or why.
“This agency is named after a man who believed in people,” says Plasencia. “That still drives everything we do.”
It’s a reminder that even in an industry driven by algorithms and awards, the most powerful force remains the same: people.
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Republica Havas
Republica Havas is a culture-first global communications agency that leverages proprietary cross-cultural insights, data, and tools to help brands authentically...