Professional Profile – Momentum Reps
If you called her just a rep, you’d be mistaken. Try Talent Manager or Matchmaker Extraordinaire. In the world of Hispanic-focused advertising, where her name alone symbolizes unwavering credibility and integrity, one client calls her their ‘Awareness and Availability Advocate.’ You’re also bound to hear Partner or friend, but no matter what title you give her, Bettina Abascal won't like it. She doesn't like to be defined.
"I like to live in my world of duality. I have a foot in both cultures. One in Latin America and one in the U.S. I both work and live in Spanish but my work ethic is very American. It's why I picked this niche, it came naturally," says Bettina.
Embarking into the world of advertising at Young & Rubicam New York, Bettina rose from the ground up with an unprecedented four promotions in one year, and responsibility for a major global account (Colgate-Palmolive). Not long after, her instinctive ability to recognize opportunity where others see obstacles introduced her to world-renowned director, Simon Brand and Kree8 Productions.
Bettina’s contagious energy and creativity as Executive Producer led to enormous company-wide success at Kree8. Almost immediately, her relentless determination to help others reach their maximum potential was realized. Bettina launched Brand’s career to new heights in the U.S. Hispanic market, contributing to a highly regarded reputation of her own, and the familiar yearning for a new venture. Momentum Reps was about to be born.
With the launch of Momentum in 2003, Bettina became the exclusive advocate for Hispanic talent across the U.S. Representing production companies for the top Hispanic ad agencies (Lopez Negrete, Grupo Gallegos, Alma DDB and Dieste to name a few), the organic approach to centralizing relationships between clients, agencies and directors has made Bettina and Momentum Reps the industry standard for excellence.
Not only is her expert opinion trusted, but her understanding of the needs and challenges facing her clients, and the ability to match those needs with only the best solutions, is unrivaled. As Supervising Director of Circulo Creativo and with a current roster including Landia’s Andy Fogwill, La Fabrica’s Augusto Zapiola, Cortez Brothers’ Alaska, Central Films North's Rodrigo Garcia Saiz and many more, Bettina has become an innovator and champion for Hispanic advertising worldwide.
What do you get when you mix a strong Cuban upbringing, humility, resilience and an uncanny ability to create a marketable solution? You get Bettina Abascal, and you won’t want to let her go.