Mercury's New Leadership and What's Next
Earlier this year, Mercury, a leading global bipartisan public strategy firm, announced the addition of Coca-Cola Company executive Peter R. Villegas as Co-Chairman to the Los Angeles office. After an extensive and successful career in corporate America, Villegas brings 27 years of experience as a regional and national corporate leader to Mercury, with expertise in government relations, community relations, corporate responsibility, business strategy and executive management. Villegas joins Mercury after serving as Vice President & Head of Latin Affairs at The Coca-Cola Company, where he acted as a national spokesman responsible for North America for over six years.
Fabian Núñez, Mercury Partner and former Speaker of the California State Assembly welcomes to their growing California team. “He brings a breadth of knowledge when it comes to effectively engaging Hispanic and multi-cultural communities across the country and crafting strategies that promote thoughtful corporate citizenship. We look forward to integrating him into the team and being able to tap into his expertise to bolster our firm’s work.”
“Consumers, particularly millennial consumers, are very sophisticated and they are attracted to brands that stand for something. I want to make sure my clients understand this dynamic, and help them craft and implement strategies that authentically build trust with diverse communities and that properly represent a wide array of consumer interests and priorities.”
What’s the main experience and lessons you’re taking to this new endeavor, coming from do- ing a significant role you had at Coca-Cola for many years?
Peter Villegas: The most important experience and lessons are rooted in a deep understanding of how corporate America works, based on my 27 years of work in banking and consumer goods with two of the most recognizable brands in the world: JP Morgan Chase and Coca-Cola. I’ve been fortunate to see how the private sector functions, both internally and externally, on both a local and a global scale.
It is imperative for my clients to understand that they need to earn their trust with the communities they serve; and that trust is fostered through more than just the provision of financial resources—it needs to be a sincere, abiding commitment. At the same time, I want to make sure the community understands my clients’ goals and priorities so that there is shared alignment and an open, honest line of communication. We want companies to be successful and communities to benefit at the same time.
What would be your initial focus or group of clients?
PV: My focus will be working with any entity that is interested in and committed to engaging the Hispanic community. I will ensure they understand their role and responsibility in collaborating with a powerful and growing sector of the U.S. population and consumer base. I am focused on helping clients understand and appreciate the diversity of the Latino community as well as all other communities. The Latino community is not monolithic, and the nuances and cultural uniqueness within each community is crucial to building strong relationships.
How would you define the role of the P.R. executive going forward with all the “new normal” circumstances all over the world affecting industries, governments and leaders?
PV: It is imperative to set the tone and lead by example. We have to embrace the fluidity of the circumstances, which literally change day to day. PR executives need to be able to navigate a changing environment, and advise clients on how they can be authentic and transparent, and find the right cadence of communication so that the community is informed. It is through that honesty and open communication that companies will earn the trust of the Latino community.
“My time as Speaker also coincided with Governor Schwarzenegger’s tenure, which afforded me a world class education in the art of bipartisanship. We were able to work together to advance policies and effect critical changes that had buy-in across the aisle and within the Executive and Legislative offices. That experience has helped solve multidimensional problems for clients, and enabled us to build coalitions and cross-party cooperation on some of the biggest challenges California faces today. I am so fortunate to have had this experience, and now be able to serve organizations here in California, across the U.S., and around the world.”
As a former speaker of the CA State Assembly, what kind of vision and experiences have been useful for you to be playing your role at Mercury?
Fabian Núñez: If California were a sovereign nation, we would be the fifth largest economy in the world. As Speaker of the California State Assembly, I was responsible for crafting policy that effects more Americans than any state in the union, along with developing and negotiating a $100+ billion annual budget. The experience has been invaluable to the work I am able to do at Mercury. Californian government touches every sector of society, and thus I was able to gain a knowledge set and familiarity on a diverse set of issues.
What are the need of your clients in general, during these challenging times?
FN: Currently, client needs revolve around COVID-19, navigating a sustained crisis, surviving (and in some cases thriving ) during these incredibly difficult times. These needs vary from internal and external communications, crisis support, and leading major public affairs campaigns, to working with government and non-governmental entities.
Beyond this ongoing support, it is my goal to best position clients for success post-pandemic, particularly in readying them to respond and serve as part of the solution for our economic recovery. They will be ready to help get the U.S. back on track, financially and otherwise.
LL As a politician, how do you see the future of California under the Federal Administration and what kind of Role should California play at large?
FN: I could not be more excited about the new administration. President Biden and Vice President Harris are precisely the leaders we need at this time. And having the Vice President hail from California will help ensure we are front and center in leading our country forward. Our state has so much to offer, from driving advancements in technology, medicine, and climate science, to our rich cultural diversity and incredible public and private sector talent. Combined, these are essential elements that will help propel us forward and bring about progress in social equity that is sorely needed. It is that spirit and vision that have been missing in the White House for the last four years. I expect Californians to be a driving force throughout this Administration, and look forward to the success they will bring to our state and our nation as a result.
LL What are some of the things you are most proud of your work in Mercury?
FN: One of the things I am most proud of is Mercury’s work focused on the Latino community, especially around ending systemic inequities and exclusion. We have helped governments, nonprofits, and businesses build policies and enact strategies to best serve the Latino community. Equally important, we have worked with stakeholders to listen to and understand the unique needs of our community, and also the rich diversity of the Latino community. As the firm continues to grow and become more influential nationally, these efforts will scale accordingly so that we can ensure the Latino community is included as a fundamental element of American success and prosperity.