DAISY EXPÓSITO-ULLA
Partner/President-CEO of D Expósito & Partners
Matrix Winner
Daisy Expósito-Ulla is a luminary in advancing Hispanic marketing, a past Matrix Award winner, and chairman/CEO of Expósito & Partners. Along with her firm, Daisy sponsors the New York Women in Communications’ Esperanza scholarship, which is awarded to a student of Hispanic heritage pursuing the dream of a career in communications.
Prior to founding her own agency over a decade ago, Daisy was Chairman/CEO of Young & Rubicam/WPP’s The Bravo Group, a company she helped launch and subsequently build during her twenty-four-year tenure. Under her watch, The Bravo Group would become the largest U.S. Hispanic agency of all time. As a visionary creative leader and partner to many respected companies, she has achieved a transformational career in cross-cultural brand-building, working with clients such as AT&T, KRAFT Foods, Bank of America, Pfizer, Census 2000/2010. Among her current clients are McDonalds, AARP, Amica, US Army and Tajín.
During her distinguished career, Daisy has received numerous creative and professional awards such as the Matrix (NYWICI) and The Carnegie Corporation’s Great Immigrant: Pride of America honor. Most recently, she received the ADCOLOR Lifetime Achievement Award and her agency was named Agency of the Year by the AEF in 2015, a first for a multicultural and independent agency. Daisy has consistently been recognized as one of the most influential Latinas in the United States during her over 30+ year career in multicultural marketing.
Today, Daisy serves on industry boards such as the Advertising Educational Foundation (AEF), the 4 A’s and the Nielsen Advisory Board. She is founder, former president and now board member of the Cultural Marketing Council (formerly AHAA). Additionally, she serves on the board of the Repertorio Español Theater. On April 24th, 2018, she will be inducted to the American Advertising Federation’s Hall of Fame. Daisy will also be the recipient of the David Bell Award for her service to the advertising industry.
Why she does what she does…
“As a little girl just arrived in the United States from Cuba, I was glued to the TV set. Much as we can certainly criticize it, that box helped me learn conversational English and immerse myself in this new “community. It helped me feel like I was part of something. Advertising, in a strange but also profound way, played a huge part in that. It demonstrates how to connect with people in the most immediate manner. Done with integrity and a sense of creativity, it can be a lot more than selling people some stuff.”
Drawn to NYWICI…
“The sisterhood of the NYWIC members. The impressive women who selflessly share their experiences and help one another.”
Daisy’s favorite social media platform…
For me, it’s Facebook. I know the kids have largely moved on but I love to keep in touch with people and thanks to that platform, I have reconnected with childhood friends, even from Cuba. Some are still living there. Facebook is also a sort of modern day gossip forum. It can be fun. But, of course, as we well know, not everyone uses it for benevolent purposes.”
Communications biggest challenge…
“Keep it human. Keep it real. Keep it truthful.”
At the top of Daisy’s trend watching list in 2018 is…
“All things news: MSNBC’s Morning Joe with Mika. Univision news with Jorge Ramos. And of course, a good sprinkle of ‘novelas’ (Spanish soap operas).”
Off the clock, really…
“Walking Orson, our 7-year-old Tibetan Terrier with my husband Jorge. We enjoy walking in Manhattan and discovering new things…shops, restaurants, architecture…Never get tired of NYC!”
Daisy’s nirvana…
“Our apartment in Miami Beach is like my private spa and where I find my Zen state of mind. Love watching and listening to the ocean.”
Did you know…
“I cook a mean ‘arroz con pollo’ (chicken and rice, Cuban style).”
Days to relive…
“The day my son Gabe Ulla made it to NYU and then when he made it to Columbia University for his MFA, and the day my son published his first major piece in Town & Country.”
Words to live by…
“’Siembra y Recogerás’ (You get back what you sow). Also, ‘Life is a roller coaster. Material things come and go but an education will be with you forever,’ which was my father’s advice to us as young immigrants after living the Cuban experience of leaving all behind and starting a new life in the United States.”
—Linda Descano
