The Axis Agency is a full-service marketing and communications agency specializing in the new American consumer. Axis puts culture at the core of content-driven, digital-forward marketing campaigns for leading brands looking to engage the Whole Market.

As America becomes more diverse and cultures and identities blend into a poly-cultural reality, traditional mass marketing and demographic-based targeting have become obsolete. Axis’ Whole Market approach helps leading brands uncover universal insights that allow for the personalization of campaigns to ensure maximum relevance across multiple cultures, languages, markets and mediums.

Headquartered in Los Angeles, Axis has offices in some of the most diverse cities in the country, including New York, Miami, Chicago and Dallas. Axis is ranked by Ad Age as one of the Top 30 Hispanic Advertising Agencies in the U.S. Axis is a subsidiary of The Interpublic Group of Companies (NYSE: IPG). For more information, visit

  • Armando Azarloza

    Armando Azarloza


    Armando Azarloza brings over 25 years of experience in marketing communications and advertising. He founded The Axis Agency in 2005 and today is responsible for operating and charting the course for the award-winning U.S. multicultural marketing agency.

    An expert in integrated marketing, campaigns he leads are always defined by diverse insights, innovation and creativity. Whether launching a new product, managing a company’s reputation or brand building among multicultural consumers and influencers, his efforts produce compelling experiences that are consistent with lifestyle, tell a story and drive culturally-relevant influences.

    Armando has been instrumental in shaping and developing the proper cultural marketing strategy for many respected brands including Covered California, U.S. Army, Univision, Nintendo, Absolut Vodka, Waste Management, Clorox, Kohl's, U.S. Treasury, Catholic Healthcare West and the LAPD. His teams have been recipients of more than 25 national marketing awards.
  • Carmen Lawrence

    Carmen Lawrence

    Executive Vice President & General Manager

    Carmen Lawrence is an executive vice president at the Axis Agency with more than 16 years of experience in corporate communications and public relations. In this role, Carmen is responsible for directing client strategies communications and brand management, including internal and external communications, corporate communications, marketing public relations, media relations, crisis communications and issues management.

    In 2013 Carmen was named one of PRWeek’s 40 under 40, top public relations professionals, recognized for her communications experience, contributions to the profession, and expertise in the Latino U.S. Market. Her current clients include: Kaiser Permanente, The Clorox Company, and MasterCard.
  • Wally Sabria

    Wally Sabria

    Executive Vice President, Digital & Social Media

    Wally Sabria serves as Executive Vice President for The Axis Agency and leads its Digital and Social Media Communications practice. He was recently named “Top Digital Media Professional of the Year” by Portada, a leading industry source for marketing and media.

    With over 16 years of experience in digital communications, Wally Sabria leads the strategy, concept and development of the agency’s digital and social media campaigns for Fortune 500 clients across numerous industries.

    Since joining Axis, Wally Sabria has developed highly successful and award-winning "in-line" campaigns targeting the U.S. Latino and African American market for major client brands, including Kaiser Permanente, MasterCard, PepsiCo, General Motors, as well as The Clorox Company.
  • Francisco Letelier

    Francisco Letelier

    Executive Creative Director

    Francisco’s career spans more than two decades building solid strategic foundations and creating multi-platform campaigns for brands to tell their stories in the multi-cultural space, both in the U.S. and internationally.