SWEET 16: NEON16 ACQUIRES ARRO, LAUNCHES AM16

Tommy Mottola and Lex Borrero's NEON16 has acquired Arro Media, an influential Latin-culture marketing firm founded by Cristina Arcay. Arro will relaunch as AM16, with Arcay serving as co-president alongside Gerry Rojas.

AM16 clients include SharkNinja, Meta, Adidas, Red Bull, NFL, XBOX, Bacardi and The Latin GRAMMY Cultural Foundation, as well as recording artists Thalia, Tainy, Danna Poala and Juan Luis Guerra.

Rojas, who brings an extensive background in entertainment marketing, including efforts for NBCU, The Latin Recording Academy and People en Español, will join NEON16 as CMO.

“We've built a growing agency that will redefine how brands connect their marketing and advertising to the Latin culture, because we live it day in and day out,” NEON16 CEO Borrero and NEON16/Ntertain Chairman Mottola said in a joint statement. “Our team has a finger on the pulse of trends and is uniquely positioned to spot them before they happen, across music, television and film.”

"Launching AM16 represents an exhilarating new chapter in my career," said Arcay. “As a Latina entrepreneur, being able to lead and learn with our new partners represents a huge opportunity to reshape the industry by championing diversity, elevating ideas and fostering cultural movements that resonate with audiences worldwide.”

Seen after taping together some important papers Borrero impulsively shredded are (l-r) Mottola, Arcay, Rojas and Borrero.