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Some people just get tired of waiting for permission. Early in an admittedly still young career, Diego Hurtado came face-to-face with what he didn’t want. “I realized pretty quickly I wasn’t meant to spend my life in an office from eight to six, waiting on a boss’s approval to improve things. I wanted more responsibility and more freedom to build,” recalls Hurtado, the founder and CEO of the Power of People.
Instead of making himself miserable and waiting for those above him to either get promoted or move on, Hurtado built something new and on his own terms. The Power of People is intentionally built as the opposite of the rigid corporate environments he left behind. It is a flexible, people-centered, creative, and digital agency that wins work from global brands while giving emerging talent in Mexico a platform to grow.
The Right Team for the Right Job
The Power of People has delivered work for names like Walt Disney, Netflix, Heineken, H&M, and major industrial players eager to showcase their large-scale operations. Hurtado’s team builds custom squads for every engagement, drawing on a network of videographers, photographers, designers, editors, and strategists whose expertise aligns with the specific brief.
“We don’t force clients into a standard agency model. We build a team that fits them, using people who genuinely know their industry and love that type of work,” Hurtado says. “I try to hire people who are not just chasing a paycheck. I look for people who enjoy the craft, because when someone loves the work, you feel it in the final campaign.”
Beyond campaign work, the agency has grown a dedicated performance marketing arm focused on driving leads and sales across platforms like Google, Meta, YouTube, and LinkedIn. That capability allows the Power of People to go beyond storytelling into measurable growth. The result combines heart with hard metrics.
The agency’s outsourcing branch connects US agencies and brands with Mexican account managers, designers, and editors who work in real time, in similar time zones, at competitive cost, especially for those in the US. Hurtado emphasizes that this isn’t a volume play but a quality one. He wants clients to feel like they’re gaining a dedicated, culturally aware extension of their own team.
The Power of People may not bid for an all-inclusive blockbuster video campaign release and instead opts for brands and partners who need an agency fluent in bicultural tone, language, and visual storytelling.
“We might not be the right agency to launch the next GTA,” he says, “but if you’re talking about salsa, burritos, or a mainstream CPG brand in Texas, we know exactly how that should look and sound.”
Looking ahead, Hurtado’s priority is expanding the Power of People’s footprint in the United States. He sees an enormous opportunity where the US and Mexican markets meet. That market includes billions in trade, a massive Mexican and Latino population, and a growing appetite for campaigns that go beyond stereotypes to reflect lived realities.
“We don’t force clients into a standard agency model. We build a team that fits them, using people who genuinely know their industry and love that type of work.”
Diego Hurtado
The CEO is particularly focused on expanding in the US South and border states, where Spanish-language and Spanglish advertising already has a constant presence and where audiences quickly sense whether a brand truly understands them.
A Young but Growing Leader
To lead this kind of people-first, cross-functional organization, Hurtado has had to evolve from a finance professional into a multidisciplinary, high-empathy CEO. His background in finance and accounting gives him a solid grasp of the numbers.
But he has also made a point of learning the basics of every discipline in his shop, from video editing software to design platforms and sound libraries. Hurtado doesn’t aspire to outdo his specialists, but he wants to understand their world well enough to support them, ask precise questions, and help unlock solutions under pressure.
“As a leader, I don’t need to be the best editor or designer, but I do need to understand the basics,” the CEO says. “If I know how the tools work, I can support my team and help solve problems without getting in their way.”
Hurtado’s leadership style combines high expectations with high trust. He believes everyone on his team can learn and grow into more complex roles, as long as they know their leader has their back. He aims to be steady in the face of problems, framing every challenge as solvable.
Outside of work, he leans on sports, the gym, and time with friends to manage anxiety and stay grounded, knowing that his emotional regulation directly impacts his team’s performance and culture. He’s also looking forward to growing his experience in technology and semiconductors, as well as adjacent sectors like construction.
“I’m not a big dreamer in the fantasy sense,” Hurtado says. “My goals are ambitious but practical. I see other people, many with fewer advantages, doing huge things. The difference is just deciding to try.”
