He stepped from a Senior Art Director position with Turner and Turner Communications into the role of Creative Director for the newly formed Perez Advertising. An eleven year veteran of the advertising world, Jim Perez has worked with such clients as GE Exchange, TNT Latin America, Cartoon Network Latin America, Emory Healthcare, Recall Corporation, Jewish Federation of Greater Atlanta, John H. Harland, and The Georgia World Congress Center.

Why open a new agency? Perez says, "the timing is just right." And why an agency dedicated to a multi-cultural approach? Because the Southeast’s Hispanic population grows exponentially every year and so does its spending power. According to Perez, with the creation of a new television station (Tele futura), cable channels and publications designed to appeal to the Hispanic American, the opportunity to market to this population is ripe.

Perez’s vision includes a multi-cultural approach that addresses Hispanics from abroad as well as those born in the United States. To simply use an existing American advertising or promotional campaign with inaccurate translations, is wrong and ineffective, says Perez. With his new agency, Perez seeks to raise the bar on current U.S. Hispanic agencies to that of Hispanic agencies outside the United States.