Irving-based boutique marketing and advertising agency Legion Advertising has been acquired by long-time partner and director Fernando Sánchez Servitje, who now serves as the Legion’s sole owner and CEO. The transition signals a new era focused on multicultural strategy, cross-border business growth, and data-driven brand development across the U.S. and Latin America, Legion said.

Founded in 2000 with offices in Las Colinas and Mexico City, Legion Advertising has developed a strong track record of helping brands connect authentically with diverse audiences—particularly within the U.S. Hispanic market. Under Sánchez Servitje’s leadership, the agency is positioning itself as a strategic partner that can provide cultural intelligence, efficient execution, and measurable impact, the agency said.

Terms of the deal were not disclosed.

“This is an exciting new chapter for Legion,” Sánchez Servitje said in a statement. “For more than two decades, the agency has delivered results for multicultural brands. Moving forward, we are doubling down on what sets us apart—deep Hispanic market expertise, integrated strategy, and execute seamless execution across borders. Our vision is simple: to be the most trusted partner for brands looking to grow through cultural connection.”

‘Built on agility, efficiency, and cultural expertise’

Legion Advertising said it has evolved with the changing marketing landscape, combining advertising, experiential activations and digital strategy into an integrated offering. The agency has helped launch products in the U.S. market, scale social audiences into the millions, and deploy successful cross-promotional campaigns.

The ownership transition bolsters the agency’s independence and forward-looking strategy as a modern boutique firm “built on agility, efficiency, and cultural expertise.”

Unlike large agencies with complex layers that lead to slow execution, Legion said it delivers a streamlined approach that combines strategy, creativity, and execution under one roof, which allows clients—from mid-sized brands to global organizations—to move quickly while maintaining precision and cultural relevance.

“Our clients don’t need more complexity—they need clarity, speed, and results,” Sánchez Servitje said. “We operate as an extension of their team, delivering strategic insight execution. That’s where real impact happens.”

Connecting with the Hispanic market

A key part of Legion Advertising’s growth strategy is its continued leadership in Hispanic market intelligence—an increasingly critical area for brands operating in the U.S., the agency said.

As one of the fastest-growing and most influential consumer segments, the Hispanic market requires more than translation—it demands cultural fluency and data-backed strategy. Legion said that its multicultural foundation and binational presence uniquely equip the agency to guide brands through the complex process.

From government entities and NGOs to consumer brands and experiential marketers, Legion works with organizations seeking to build authentic connections with Hispanic audiences while maintaining strong general market relevance.

Leveraging cross-border opportunities

The agency said that it is actively supporting U.S. brands seeking to grow within Hispanic communities; Latin American brands entering or scaling within the U.S.; Government and institutional organizations looking for culturally relevant outreach; and experiential and event-driven brands aiming to deepen audience engagement

The capability to work across borders is a great asset, Legion said, because “cultural understanding directly impacts brand success.”

Rather than functioning as a vendor, Legion said it serves as a strategic partner offering execution, insight. and growth strategy.

“Legion has always been about connection—connecting brands to people, culture to strategy, and ideas to execution,” said Sánchez Servitje. “Now, we’re building on that foundation to help brands navigate what’s next.”

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