Creative

Clients

About

We are BARÚ, an independent, woman-owned (WMBE certified) Los Angeles-based full-service marketing and media agency. We have 16 years of experience specializing in media and creative solutions for diverse audiences across the U.S.

As an established multicultural agency, BARÚ has focused its work at the intersectionality of brand awareness, audience engagement and positive social change.

People

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  Elizabeth Barrutia

  President and CEO

  Elizabeth founded BARÚ in 2007 to engage untapped consumer groups with a new cross cultural perspective. With a 20+ year career in general and Hispanic markets, she is an industry innovator in multicultural marketing and media. A passionate business, strategy and marketing executive, Elizabeth has cultivated a high-growth agency that has made a positive impact in social and behavior change among hard-to-reach Latino communities. She has led campaign strategy and development for government and nonprofit entities including Covered California, First 5 of Los Angeles, the California Department of Public Health, and more. Elizabeth has also worked on an array of other category verticals ranging from Entertainment, Retail, Grocery, Consumer Packaged Goods, Alc-Bev and Technology. She has been recognized for her excellence through multiple awards, and regularly contributes as a thought leader and speaker at Think LA and Digital Hollywood events. Having lived in Spain, Brazil, and México, she is fluent in English, Spanish, and Portuguese. Elizabeth is a graduate of UC Berkeley, with a Bachelors of Science in Mass Communications and Latin American Literature.
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  Mike McNellis

  COO & CEO

  As Co-Founder of BARÚ, Michael currently serves as COO and Head Of Creative. Prior to joining BARÚ full time, Michael served as VP of Creative Services at PlayNetwork in LA. After being accepted by The Director's Guild of America (DGA) in 2003, Michael spent three years as a Sr. Segment Director on the Dr. Phil Show. From there, he traveled internationally as a Field Producer and Director on various TV programs for Discovery, History Channel, and other cable networks. Michael was awarded an Emmy in 2001 for his network branding campaign with International Channel, and was soon recruited by Discovery Networks as Supervising Producer of On-Air Promotions. Michael is a graduate of Colorado State University, with a Bachelor of Arts Degree in Mass Communications.
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  Carlos Durand

  Group Account Director

  Carlos is an innovative account director and project manager focused on providing the most optimal strategic management solutions to clients. With management experience in every area of the marketing ecosystem, he is always finding ways to elevate project and account management to a new level. In addition to having led some of the most renowned brands in multiple verticals, he has launched various small business initiatives through his career. He has an MBA from The University of Texas at San Antonio and Bachelor in Business Administration degree from the distinguished Universidad Autónoma Metropolitana in Mexico City. He is passionate about the intersection between business and marketing by leveraging his higher education majors in business and finance. His experience expands to highly regulated industries, including credit cards, armed forces, government, insurance and beer & liquor, among others. He maintains a very dynamic and active lifestyle — and is always ready for a good hike or a run by the beach.
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  Cheldy Moran

  Account Director

  Cheldy has diverse experience that includes advertising, marketing, strategy, and business development. Bringing with her more than 15 years of multicultural marketing excellence. She’s helped propel brands such as National University, DIRECTV, Lionsgate's Pantaya, First 5 LA, PBS KIDS, Nestlé (Outshine & Häagen-Dazs), T-Mobile, Southern California Edison and American Express. Her experience goes beyond advertising. As a marketer, she brings her ‘client hat’ – having worked on Hispanic-driven strategic initiatives at Nexxo Financial Corporation. She is also a Los Angeles native and dedicated member of the Junior League of Los Angeles. In her commitment to promoting volunteerism, Cheldy focuses on developing the potential of children within the foster care system and improving the community.
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  Madeline Beniflah

  Sr. Integrated Strategy Director

  An industry veteran with extensive experience in communication strategy and planning. Madeline spent 16+ years at IPG and Mediabrands holding senior leadership positions (SVP and VP) at UM, Momentum and Identity. Madeline leads as a subject matter expert in Integrated Media Comms Planning and Multicultural/Diverse segments. Her depth of experience supervising teams and reporting to the executive branch, has developed a proven track record in creating innovative solutions to drive business results for clients. Experience includes National University, Covered California, Lexus, PNC Bank, Wells Fargo, Microsoft, City of Hope, Banner Health, California Tobacco Control Program, to name a few. Madeline is driven by insights and data, new marketing approaches, and tapping new trends and technologies.
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  Raymond Wu

  Integrated Strategy Director

  Raymond joined the BARÚ team in 2017; he’s an accomplished marketing professional with over 20 years of industry experience. He brings expert analysis of local market data and understanding of complex media planning tools. Raymond’s knowledge and planning strategy expertise enables BARÚ to deliver the right balance and mix that is needed to build meaningful connections in local communities and deliver maximum audience engagement. Raymond has working experience in both health and the financial sector. He has developed and managed media plans for Amgen, Boiron Pharmaceuticals, Wells Fargo, WAMU and CashCall Mortgage to name a few. He was also a licensed life insurance and annuities agent with New York Life Insurance Company prior to changing career to advertising and has experience navigating through the complex insurance industry. A bi-lingual and multicultural marketing specialist, he has worked at leading General Marketing and Hispanic agencies such as OMD, Innocean, Conill-Saatchi, Casanova/McCann and Acento. Raymond was born in China, raised in Mexico and holds a Bachelor of Science in Business Management from Cal-Poly Pomona, California. In his spare time, he’s an avid cyclist, foodie and enjoys the arts and architecture.
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  Magali Garcia

  Broadcast Investment Director

  An outcome driven advertising professional with extensive experience in account management, team management, and media planning/buying. In her role as Director of Broadcast Investments, Magali provides the traditional media team with direction and insight relevant to the specific account and category, ensuring that client objectives are met across all media channels. With a keen eye on driving results, she works with media partners to develop integrations and sponsorships that extend reach, and connect our clients/brands with the target audience in relevant and meaningful ways. Magali began her career in advertising at McCann-Erickson, and has worked at FOX Broadcasting, Mediaedge:cia, GroupM, and Horizon Media prior to joining BARÚ. As the Account Supervisor on Dignity Health, she provided the Brand Strategy and Local Activation/Buying teams with direction and insight relevant to the account and category, ensuring that client objectives were met across all media channels within each client’s California target DMAs. The breadth of her experience crosses all categories and includes Automotive, Entertainment, Telecommunications, Banking, Healthcare, Retail, Insurance, Restaurant/Food/QSR, Higher Education, and Government. Magali is a UCLA alumna with a Bachelor of Arts Degree in English and a Minor in Business and Administration.