Fernando Sánchez Servitje acquires Legion Advertising, bets on Hispanic market growth

Fernando Sánchez Servitje has taken control of Legion Advertising LLC and is now its sole owner and CEO, a move that turns a long-running boutique agency into a tighter bet on one of advertising’s most durable growth lanes: the U.S. Hispanic market. The deal lands with a clear thesis behind it. Legion is not trying to out-generalist the bigger shops; it is leaning harder into the kind of bilingual, cross-border work that wins when cultural precision matters as much as media reach.

Legion was founded in 2000, which puts it in its 26th year, and it has built its business between Dallas-area offices in Irving and Las Colinas and a presence in Mexico City. The agency says it helps U.S. companies reach Hispanic markets and helps Latin American companies grow in the United States, a two-way model that gives the firm a sharper niche than many agencies that simply add “multicultural” to a broader pitch deck. Its public portfolio includes work for Bimbo, Marinela, Rockstar Energy Drink and Intercon Paper, signaling a mix of consumer and industrial clients rather than a single-category focus.

The ownership change also follows a familiar family-business arc. HispanicAd.com reported in 2025 that Sánchez Servitje had joined Legion as Partner and Director, and identified him as the grandson of Grupo Bimbo co-founder Don Roberto Servitje Sendra. The same outlet has long tied Legion to Eric Leon, describing him as the agency’s founder, senior partner and general manager. That history matters because the 2026 transaction reads less like a breakup and more like a management handoff that preserves institutional memory while giving the agency a new growth narrative.

Legion’s track record gives the repositioning more weight than a clean-slate relaunch would. A 2006 HispanicAd.com note said Sigma Alimentos gave Legion AOR responsibilities in the U.S. Hispanic market, and earlier coverage pointed to a 2004 partnership with Levenson & Hill to add media and research capabilities. Those details help explain why Legion is framing the transition around multicultural strategy, cross-border business growth and data-driven brand development. In a market where agencies keep trying to sell breadth, Legion is making a different argument: depth in Hispanic audiences, bilingual content and local-market authority can be a stronger growth engine than trying to be everything to everyone.