"So thirty-five years ago I became an entrepreneur--un hombre de negocios. That's when I set my first goal: to create the largest graphic design studio in Texas," Sosa writes.
In The Americano Dream, Sosa firmly states that he is "un hombre de negocios"--a businessman. As a businessman in such a fast-paced, competitive industry, it is evident that a passion for success is the backbone of Sosa's life. He is a firm believer in the importance of communication--networking--and getting to know individuals, laying the foundation for further relationships.
In an interview with the Los Angeles Times, Sosa shared his reasons for succeeding at his many goals. In order to move from an employee to an employer and owner of his own business, Sosa claims that he did work that was high in quality and less expensive--and it was produced quickly. Sosa worked hard at perfection, along with his next-day delivery guarantee. Upon finishing work for a client, Sosa would hand his clients a blank invoice--allowing them the freedom pay him as much as they felt he deserved (19).
Sosa began his career as an artist--creating marketing masterpieces that would truly reach and influence consumers of the Latino population. After shifting to the more business-oriented side of his agencies, Sosa still maintained his knowledge for beautiful creative talent--and knew how to choose strong creative work. He also maintained his ability to nurture and inspire young creatives, providing them with constructive criticism and guidance (23).
Sosa's collective success with his agencies has never gone unnoticed. Furthermore, as an individual in the advertising industry, Sosa has been recognized for his individual achievements also.
"Lionel had an incredible knack for taking complex issues and making them simple," Bromley muses.
AdWeek named Sosa the Advertising Executive of the Year in 1993. He was also an inductee in the Hispanic Business Hall of Fame by Hispanic Business in 1996. Sosa was the chairman of the international firm of DMB&B/Americas, posting billings exceeding $500 million. This achievement pushed Sosa to be the highest ranking Hispanic in the U.S. advertising industry (6). Most recently, Mr. Sosa was named as one of the most influential Hispanics in the U.S. by Hispanic Business, 1998-1999.
Mr. Sosa's newest goal is to combat the fact that mainstream commercials are lacking in Latino heroic figures and spokespeople. By working with his wife, Kathy, at Garcia LKS (previously KJS)--their multicultural efforts will be a hopeful means to bringing the Latino consumers more to the forefront (22).
