about our founder
With 35 years in the marketing industry, William Riverón’s advertising journey began long before he founded Executive Advertising Group (EAG) in 1999. At the age of 23, he was already working for a variety of media outlets—TV channels, cable networks, and a major Spanish-language weekly in South Florida owned by the Tribune Company of Chicago, a subsidiary of the Sun-Sentinel.
Those 10 years in media sales taught him the fundamentals of the industry, and he quickly earned a reputation as a tireless worker who consistently brought in clients and delivered results. But beyond his sales skills, there was a creative side he wanted to bring to light. He had a natural instinct for knowing what resonated with audiences and a clear vision of how messages could capture attention and generate impact.
The combination of sales experience, creative intuition, and a deep understanding of media made the transition to founding his own agency seamless. When Riverón founded EAG, he focused on building strong relationships, leaving a lasting impression, and, most importantly, delivering creative and effective messages. Whether in print, outdoor media, radio, or television, he always had a special instinct for designing messages that worked. From direct ads to more complex and entertaining campaigns, his creative approach consistently produced results. This instinct and strategic vision not only set EAG apart but also helped it become an award-winning agency, recognized for its effectiveness and local impact.
One of EAG’s early successes came through long-form infomercials. The half-hour segments allowed for deeper storytelling, connecting with audiences in a meaningful way. He carved out a niche by purchasing airtime wholesale and reselling it to other agencies, positioning EAG as a unique resource in the industry. This entrepreneurial approach established a solid foundation and allowed Riverón to offer clients something different: value, creativity, and reach. His early focus on long-form content laid the groundwork for EAG’s growth and solidified its place as an industry leader.
Adapting to Challenges
When the financial crisis hit, Riverón once again found the need to pivot to new formats. Traditional clients, like car retailers, were struggling, and Riverón realized he needed to reinvent his approach. He shifted his focus to industries that could withstand economic crises: bankruptcy lawyers, loan modification companies, and education. These sectors helped people rebuild their lives, reflecting the reinvention happening within EAG. This shift was essential to weathering the crisis and helped prepare the ground for the next transformation of his business.
The Digital Era
Then came the digital era, which demanded a new reinvention. It wasn’t just about adding digital capabilities; it was about fully integrating them with his expertise in traditional media. Riverón understood from the beginning that a truly effective agency needed to combine digital media, social networks, television, radio, and even print into a cohesive mix. Relying solely on digital does not create the familiarity and trust needed for long-term success. Simply appearing on Google’s first page does not guarantee engagement, especially with so many competitors in the same space.
By balancing digital and traditional media, Riverón created a “balanced advertising diet” that builds credibility, generates engagement, and keeps clients top of mind with their audiences. Advertising, he explains, is not just about “call now” messages; it’s about building lasting relationships with consumers, and his agency’s comprehensive approach ensures clients achieve that connection.
Per-Inquiry Model
One of EAG’s most innovative services is the performance-based advertising model known as “per inquiry.” This direct-response model allows clients to pay only for results, similar to pay-per-click, but focused on calls generated by ads. This model was transformative for clients with limited budgets, offering them an affordable way to grow. This method of marketing was key to transforming United States Medical Supply from a Medicare provider with 300 members to a national powerhouse with 600,000 members.
Lessons Learned
Riverón’s journey with EAG has been one of constant adaptation, learning, and reinvention. From his roots in media sales and long-form infomercials to digital integration and innovation in performance-based models, he has always sought new ways to stay ahead of industry changes and economic challenges.
EAG is highly focused on the Hispanic market. Although it is a multicultural agency that works with all types of markets, its greatest expertise and practice have always been with the Hispanic and Latino community. From the beginning, most of its media buys have been on channels like Univision and Telemundo, although they also work with NBC and CBS when needed.
Reflecting on his vast experience, Riverón offers this advice:
“Never settle. Success in advertising isn’t about relaxing; it’s about staying hungry, being agile, and always being ready to pivot when necessary. That mindset has driven EAG for 25 years, and it’s the foundation I remain committed to"