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Antonio Rodriguez 2016
Profile
Motivated,personablebusinessprofessional with valuable experience in all areasof the advertising
industry,fromtraditional print,radio,TV,directmail tothe more modern webbasedandsocial
mediafields.
Skills Summary
 Digital MediaManagement
 ReportPreparation
 WrittenCorrespondence
 ProjectManagement
 Printing
 ComputerSavvy
 CustomerService
 MediaScheduling
 Marketing/Advertising
 WebSite Creation
 Creative Writing
 TV/RadioProduction
 Commercial Artwork
 ProfessionalPresentations
 Social Media
Working experience
June 2012 – May 2013 BusinessDevelopmentDirectorSOJE/Lonsdale
JoinedSOJE/Lonsdale inJune 2012 as BusinessDevelopmentDirector specificallyto aidthe
Agencyinenteringthe digital mediumof social networkingandadvertising. Earlyin2013, I wasalso
chargedwithhandlingclientservicingforColgate-Palmolive, BrydenStokesandHarrisPaints.
1989 – 2011 Ownedand Managed HFCB Advertising
In 1989 I movedtoBarbados andformedthe local advertisingcompanyHFCBAdvertising.The
businessstartedbyrepresentingTrinidadianbasedclientsinBarbadosandthe restof the
Caribbean,butsoonbeganto take on local clients,startingwithprojectworkandfinallyblooming
intofull representation.
HFCB Advertisingwasafull service companyofferingclientsmarketingand masscommunications
consultancy;mediabuyinginBarbadosandthe restof the Caribbean;creative servicesinprint,
radioand television;productionservicesinprint,radioandtelevision;PRconsultancy,writing
pressreleasesanddistributingamongthe media;promotional/incentivebasedmarketing;direct
mail servicestospecifictargetmarketsthrough bothsnail mail ande-mail;database marketing;
website consultancy,constructionandmaintenance aswell associal mediaplanningand
implementingandtraining.
In 2005 HFCB Advertisingbeganpublishingthe BarbadosPictorial Collectionaseriesof products
including1) a weeklydiary; 2) a desktopcalendar;3) a wall calendar;4) a deskpadand 5) a wall
planner.These itemswerecreatedandproducedin-house utilizinglocallycreatedartand
photography, plusbeingprintedlocally,upuntil the 2011 edition.
As a memberof the Barbados AdvertisingAgenciesAssociation,workedwiththe Media
Associationof Barbadosto creat a billingsystemwiththe Government’s newlyintroducedValue

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Antonio Rodriguez 2016
AddedTax (VAT) Departmenttoachieve asimple andeffective waytointroduce VATintothe
Agency/Mediabillingrelationship.
HFCB Advertisingwasclosedin2011.
HFCB Advertising’sclientlistincluded:
Harris Paints – Projectwork
- Createdandproduceda wall calendar
- Createdan editable professional targetedproductbrochure toreduce overall printing
expense of creatingnewbrochureswhenproductline upchanged.
CPSLimited(carpetsuppliers&installersandsmall home renovations) –Projectwork
- Introducedclienttoadvertisingduringthe recessionthatresultedinmajorbusinessgainsas
the country came out of the recession.
Motor Services(Hyundai brandof automobiles)
- Brand advertisingforthe numerousmodelsof Hyundai vehiclesavailable inourmarket.
Increasedawarenessinthe targetmarketof value/qualityof brandincreasingsalestothe
extentthatbrandwas boughtout bya competitor
Glaxo-Welcome(OTCdrugs)
- Maintainedawarenessof the brandsSudafed,Actifedand Zantacin a competitiveand
crowdedOCT segment.
OlympioLottery(latermergedwithcompetitortobecome The BarbadosLottery)
- Revitalisingthe Olympiobrandby
o reducingmarketingspendingbyone milliondollarsthroughmore efficientmedia
buyingandmore streamlinedTV production,whileachievingagainin marketshare.
o re-energizingexistingbrandadvertisingbybetterreflecting the targetmarkettrends
and attitudes.
o Increasedsalesby introducingnew game promotions
o Increasedplayersmarketsegmentby introducingnew games.
- Workedon the merge of two lottery clientswiththe other’s advertisingcompany:
o to create The Barbados Lottery
o developedthe newlogo
o involvedinrationalizingthe game portfolio toachieve the largestplayersbase
o creatingthe newDraw Show proceduresandmanagingthemforone year while
traininglotterypersonal until handover.

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Antonio Rodriguez 2016
o successfullyco-ordinated withthe previousLottery’sAgencytoshare the adverting
and marketingforthe new lottery.
o introduced3D animationandcomplete computerizationtechnology (including
operatingprocedures) forthe new lotterygame,Bingo,includingthe drawsandthe
TV representationof the drawstothe publicthusreducinggamingshow expensesby
80%
o createdthe firstsuccessful noncashpromotionforthe PowerPlaylottery which
increasedthe playersmarket.
Top Health& Nature’sDiscount (distributorandretailerof natural basedproducts)
- Plannedandscheduledmediabuyingtoincrease consumerawarenesswithinasmall media
budget.Salesincreasedoverthe yeartothe pointwhere the companywasboughtbyone of
theirUS basedsuppliers.
Automotive Art(automotive paintsandancillariesplusaftermarketvehicle products)
- helpedcreate the thenautomotivepaintshopintoapaintand vehicle aftermarketretail
store throughsuccessful advertisingandpromotional campaigns (inclusive of mediabuying
and radioand printproduction)
- createdthe “Speedy”characterto helppromote the vehicle-aftermarketsegmentof the
business
- Salesincreasedtoturnthe small automotive paintsupplyshopintothe country’slargest
automotive paintandafter-marketcompanyinBarbados.Companysoonbegantoexpand
intothe Englishandnon-EnglishCaribbean.
- Solvedthe now multi language problemintheircorporate advertisingbycreatinga3D
animatednon-verbalTV commercial with30sec and15 secversions thusachieving
frequencyandbrandawarenessacrossthe Caribbeanregion.
Crane & Equipment(vehicle recoveryandcrane services)
- The lone wreckerservice inBarbadosbeganlosingmarketshare tothree new start-ups
throughinterceptedradiocallsforservice fromC&E’sdispatchoffice.
- CustomercallstoC&E hadnot decreasedtomatch dropin marketshare. Conclusionwas
that the majorityof customerswere unaware thatthe wreckerthatshowedup was nota
C&E wrecker.
- Market share was re-gainedtothe pointwhere twoof the three competitors wentoutof
businessby:
o TotallyredesigningC&Eliverytomake the trucksstandout fromthe competitors
o Creatinga memorable radiocampaignthatchangedthe historicconceptof a wrecker
service toone of a recoveryservice,tyingthatirrevocable toC&E
o Increasedpenetrationof the recoveryideaandC&EconnectionbysupplyingfreeRoad
permitholderstoeveryvehicle onthe road.

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Antonio Rodriguez 2016
DE Havilland AircraftCompany(Canada)
- To aid De Havillandsalesof new Dash8 aircraft to the Caribbean’sregional airline andasa
quickanswerto a competitor’sdemonstrationflightsacrossthe Caribbean. Organizedand
ran pointfor all Caribbeanmediaonthe Dash8 – 300 demonstrationflightsforLIATinall of
LIAT’sCaribbeanowningislandsstartinginAntiguaandendinginTrinidad&Tobago
Brand maintenance andmediaplanningandschedulingfor
Talius(Barbados) Limited &Talius(Grenada) limited(hurricane,securityandsun protection)
ArmstrongAgencies(Sunshine cerealandGatorade brands)
Waves(beautyspaand hairsalon)
AlligoodConstruction
The Pot Warehouse (notwhatyouthink,importsanddistributesplantpots)
Nabisco(ClubSocial saltbiscuits)
BarbadosOlympicAssociation
G.A.PhillipsLtd (Warehouse managers)
Ward Patel & Associates (Accountants)
Wolseley (Barbados) Ltd (retail andwholesalebathandkitchenhardware andapplinces)
R.L. Mark (Kyocerabrandoffice equipment)
Kendal Sporting(Memberssportshootingandsocial club)
1979 – 1989 Hernandez,Foote Cone and Belding(formerlyNormanCraig & Kummel)
In 1979, straightout of sixthform,IjoinedHFCBundertheirnewlycreatedAdvertisingTrainingprogram
and forthe nextthree yearsIinternedinall theirdepartments,AccountServices,Print&Press
Production,Creative Department,MarketingDepartment,MediabuyingDepartment,Accounting
Department,Radio&TV productiondepartment,TrafficDepartmentandevenonthe switchboard.
Thenfor the nextyearI was an AssistantAccountexecutiveoperatingunder the Retail BrandManager.
In 1983 I waspromotedto AccountExecutive,in1986 I was againpromotedtoClientServicesManager
(makingme the secondincommandof the Office),whileretainingmyAccountExecutiveportfolio.Ialso
joinedthe NewBusinessteamduringthe same yearwithresponsibilityforidentifyingnew business
opportunitiesandpresentingforthe business.

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Antonio Rodriguez 2016
Includedinthe ClientServicesManagerportfoliowasthe assumptionof trainingforthe new-to-the-
businessexecutiveshiredduringmytenure.
In 1989 I movedtoBarbados.
While atHernandez,Foote,Cone andBeldingIachievedthe following:
- Rationalised andreducedby15% the company’svehicle expense accountby convertingourcar
rental company policy toownership andnegotiatingwiththe banktoallow acompetitive
vehicle purchase loanwithoutdownpaymentsforthe companyvehicles.
- Streamliningthe billingprocedure to:
o achieve betterclientunderstandingthusincreasingtheirapproval of bills
o achieve a12% increase inmonthly billingforthe Agency
- Introducedtechnologyintothe adminandcreative departmentsto:
o reduce the agency’sreliance onoutside supplies anditsrelevantexpenses,
o thusdecreasingthe productiontimeline forprintedmaterial
o and increasingprofitabilitytothe Agency’screative department
- Introduced qualityassurance systemstoprotectthe highqualityof ourservice toClients,
resultinginlessreturnedjobs,thusincreasingprofitability
Some of the ClientsIhandle accountexecutive servicesforincluded:
CaribBeer(National beerof Trinidad& Tobago)
SingerSewingMachine Company(Whitegoodsstore –kitchenappliancesetc)
National Petroleum(Entirebandof motoroils)
Angostura(OldOakrum brands)
Maggi (pre-mixedseasonings)
Orchard (fruitjuices)
Sta-Fresh(freshUHTmilk)
Johnson& Johnson(Tylenol brandof OTC& firstaidOTC)
Turban (brandof curriesand individualseasonings)
Technology:
Workingknowledgeof:
- Offset,web andsilkscreenprinting

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Antonio Rodriguez 2016
- NewspaperandMagazine printingtechnology
- Radioscriptingandproduction
- Televisionscriptingandproduction
- MicrosoftWord
- MicrosoftExcel
- MicrosoftOutlook
- MicrosoftAccess
- MicrosoftPowerPoint
- MicrosoftWorks
- QuickbooksPro
- Adobe Photoshop
- Adobe Illustrator
- Adobe In-Design
- Adobe Dreamweaver
- Facebook
- Twitter
- YouTube
- LinkedIn
Understandingandexperiencewith:
- Webdata base programming
- HTML/CSS/JavaScript/PHP coding
- Webhostingand managing internetsites
Schooling:
1976 – 1979
Six FormGovernmentschool,St.James,Trinidad&Tobago,witha yearoff in 1978 due to illness
1971 – 1976
St. Mary’s College,Port-of-Spain,Trinidad&Tobago
1964 – 1970
Miss Createau’sPrivate School
Usine primarySchool

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Antonio Rodriguez 2016
Personal:
Nov2009 – Nov2011: Vice-presidentof the BarbadosMotoringFederation
2009 – present: Dual citizenship,Barbados&Ireland
2003 - 2004: Chairmanof Barbados RallyClub
1995 – 2002: Chairmanof Barbados RallyClub
1994 – 1995: Vice-Chairmanof BarbadosRallyClub
1989 – present: ImmigratedtoBarbados
1962 – 1989: ImmigratedtoTrinidad& Tobagofrom Irelandwithmyfamily
1958 - 1962: 30th
Novemberborn andlived inDublin andArklow,Ireland.
References:
Business:
Mr. PhilipForsterCPA,CA ChiefFinancial Officer
HighfieldInvestmentGroupof Companies
pforster@highfieldstockfarm.ca
Ph: (403) 723-9104 | Fx:(403) 723-2109 |Cell:(587) 581-3192
#18- 11410 27 StreetSE,Calgary,AB T2Z 3R6
Ms CarolynVaughan Creative Director
SOJE/Lonsdale
carolynsoje@caribsurf.com
Ph: 430-2655 Fx:429-3077 Cell:233-5877
Personal:

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Antonio Rodriguez 2016
Mrs. Catherine King Tel:421-8592 Cell:233-5280
PriorPark, St.James.