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WE ARE THE
ID AGENCY.
Culture Moves Consumers.
We Move Culture.
Born from the vibrant spirit of Los Angeles, ID Agency transforms brands into cultural forces. With our multi-cultural heritage at our core, we create authentic connections that resonate from LA's diverse neighborhoods to stages worldwide.
We don't just reach audiences. We move communities.
Proudly Minority-Owned
We’re officially MBE certified — and proudly so. Diversity isn’t just a box we check; it’s at the core of how we think, create, and collaborate.
Our DNA
Cultural Curators. Community Connectors. Growth Accelerators.
Since 2004, we've been the bridge between brands and the communities that matter most. We're not just marketers; we're cultural insiders with deep roots in LA's diverse landscape and the strategic expertise to scale authentic connections nationwide.
Our team lives within the cultural scenes our clients want to reach. This embedded multicultural perspective, combined with West Coast authenticity and proven marketing excellence, creates campaigns that resonate, inspire, and build lasting cultural impact.
The ID Difference: We understand that true cultural marketing isn't about checking demographic boxes. It's about becoming part of the community's story.
The ID Team
Culture moves consumers. We move culture. Born from the vibrant spirit of Los Angeles, The ID Agency brings together decades of authentic experience across automotive, gaming, sports and entertainment, lifestyle and cultural marketing to transform brands into cultural forces.
Our diverse collective includes automotive industry veterans who've shaped editorial voices at legendary publications, marketing executives who've launched iconic brands, music industry professionals who've worked with global superstars, and cultural connectors who've built bridges between Fortune 500 companies and street credibility.
This isn't a collection of marketing professionals who happen to work in these industries. This is a proudly minority-owned family of genuine enthusiasts, cultural participants, and industry insiders who've earned their stripes through years of hands-on experience. When global brands need authentic connections at the intersection of humans and brands, they turn to the team that lives, shapes, and moves culture.
Victor
President
Auto marketing maestro with 25 years in the trenches, Victor has shaped campaigns for Fortune 500 giants and nimble startups alike. After managing eight brands as VP of Marketing at European importer CEC, he co-founded The ID Agency in 2004 with a clear mission: blend traditional strategies with cutting-edge tactics for authentic results.
His comprehensive automotive and motorsports expertise spans go-to-market strategies, brand positioning, communications campaigns, and product launches, with a track record of success at premier global events from CES and SEMA to the LA Auto Show.
As The ID Agency's founder, Victor doesn't just understand the automotive marketing landscape, he helped create it.
Auto marketing maestro with 25 years in the trenches, Victor has shaped campaigns for Fortune 500 giants and nimble startups alike. After managing eight brands as VP of Marketing at European importer CEC, he co-founded The ID Agency in 2004 with a clear mission: blend traditional strategies with cutting-edge tactics for authentic results.
His comprehensive automotive and motorsports expertise spans go-to-market strategies, brand positioning, communications campaigns, and product launches, with a track record of success at premier global events from CES and SEMA to the LA Auto Show.
As The ID Agency's founder, Victor doesn't just understand the automotive marketing landscape, he helped create it.
Marco
Executive Vice President
A culture-bridging visionary who transforms brands from outsiders into insiders, Marco brings over 25 years of marketing mastery and authentic street credibility as Executive Vice President and Partner at The ID Agency.
The first-generation Mexican-American college graduate in his family, he built his expertise from the ground up, starting in radio promotions at legendary 91X FM and evolving into the marketing executive who launched Scion for Toyota and directed massive campaigns for Sony PlayStation, Harley-Davidson, Nike, and Hot Wheels.
His superpower lies in connecting global brands to authentic culture through relationships with world-renowned artists like Estevan Oriol and Mister Cartoon, creating the blueprint for how major corporations gain credibility in streetwear, music, art, and car culture. As Executive Producer for Netflix's LA Originals and advisor to top lifestyle brands.
Marco doesn't just understand culture, he helps create it while developing projects with industry legends like George Lopez and Cypress Hill. His unique combination of corporate marketing expertise and deep cultural roots makes him the bridge that transforms brand campaigns from generic advertising into authentic cultural moments because when Fortune 500 companies need to connect with communities that matter, they turn to the executive who earned his stripes on both sides of the equation.
A culture-bridging visionary who transforms brands from outsiders into insiders, Marco brings over 25 years of marketing mastery and authentic street credibility as Executive Vice President and Partner at The ID Agency.
The first-generation Mexican-American college graduate in his family, he built his expertise from the ground up, starting in radio promotions at legendary 91X FM and evolving into the marketing executive who launched Scion for Toyota and directed massive campaigns for Sony PlayStation, Harley-Davidson, Nike, and Hot Wheels.
His superpower lies in connecting global brands to authentic culture through relationships with world-renowned artists like Estevan Oriol and Mister Cartoon, creating the blueprint for how major corporations gain credibility in streetwear, music, art, and car culture. As Executive Producer for Netflix's LA Originals and advisor to top lifestyle brands.
Marco doesn't just understand culture, he helps create it while developing projects with industry legends like George Lopez and Cypress Hill. His unique combination of corporate marketing expertise and deep cultural roots makes him the bridge that transforms brand campaigns from generic advertising into authentic cultural moments because when Fortune 500 companies need to connect with communities that matter, they turn to the executive who earned his stripes on both sides of the equation.
Mark
CFO
The financial strategist who keeps high-octane operations running at peak performance, Mark combines his CPA precision with genuine automotive passion as Chief Financial Officer at The ID Agency.
With over 20 years of automotive industry experience, he transforms complex financial landscapes into clear strategic roadmaps that drive client project success and operational excellence. His UCLA foundation and master's in accounting, backed by his active California CPA license, provide the technical expertise that keeps ambitious campaigns financially sound and profitable.
As a Los Angeles native with an authentic love for all things automotive, Mark brings credibility that resonates with car culture clients, from weekend canyon runs to serious off-road adventures across California's diverse terrain. His dedication to automotive craftsmanship shows in his custom Porsche builds, which have earned features in European Car and Excellence Magazine, proving his commitment to excellence extends far beyond spreadsheets.
Mark's unique combination of financial acumen and genuine enthusiast credibility makes him the CFO who understands both the numbers and the culture because when automotive brands need someone who speaks their language while protecting their bottom line, they get both expertise and authentic passion
The financial strategist who keeps high-octane operations running at peak performance, Mark combines his CPA precision with genuine automotive passion as Chief Financial Officer at The ID Agency.
With over 20 years of automotive industry experience, he transforms complex financial landscapes into clear strategic roadmaps that drive client project success and operational excellence. His UCLA foundation and master's in accounting, backed by his active California CPA license, provide the technical expertise that keeps ambitious campaigns financially sound and profitable.
As a Los Angeles native with an authentic love for all things automotive, Mark brings credibility that resonates with car culture clients, from weekend canyon runs to serious off-road adventures across California's diverse terrain. His dedication to automotive craftsmanship shows in his custom Porsche builds, which have earned features in European Car and Excellence Magazine, proving his commitment to excellence extends far beyond spreadsheets.
Mark's unique combination of financial acumen and genuine enthusiast credibility makes him the CFO who understands both the numbers and the culture because when automotive brands need someone who speaks their language while protecting their bottom line, they get both expertise and authentic passion
Greg
PR & Automotive Director
Greg Emmerson is a seasoned automotive industry professional with extensive editorial experience across prestigious publications including Custom Car, Fast Car, Top Car, Max Power, Performance Ford, Performance VW, Performance BMW, Performance GTI, Banzai, Eurotuner, and European Car. As an editor, he managed comprehensive responsibilities spanning budgets, feature writing, technical reporting, social media strategy, event coordination, video production, photography, vehicle testing, marketing initiatives, and personnel management.
In 2014, Greg joined The ID Agency as PR & Automotive Director, initially leading the Kawasaki Motors Corp account. Today, he spearheads strategic initiatives for a diverse client portfolio including Acceler8, Brembo, ENEOS, Formula DRIFT, Luftgekühlt, Nilu, Porsche Classic, Ryvid, Salvaggio Design, and Sean Smith Design. Greg is also an integral part of the team managing key accounts such as the Los Angeles Auto Show, Bridgestone, Puma, and others.
Greg Emmerson is a seasoned automotive industry professional with extensive editorial experience across prestigious publications including Custom Car, Fast Car, Top Car, Max Power, Performance Ford, Performance VW, Performance BMW, Performance GTI, Banzai, Eurotuner, and European Car. As an editor, he managed comprehensive responsibilities spanning budgets, feature writing, technical reporting, social media strategy, event coordination, video production, photography, vehicle testing, marketing initiatives, and personnel management.
In 2014, Greg joined The ID Agency as PR & Automotive Director, initially leading the Kawasaki Motors Corp account. Today, he spearheads strategic initiatives for a diverse client portfolio including Acceler8, Brembo, ENEOS, Formula DRIFT, Luftgekühlt, Nilu, Porsche Classic, Ryvid, Salvaggio Design, and Sean Smith Design. Greg is also an integral part of the team managing key accounts such as the Los Angeles Auto Show, Bridgestone, Puma, and others.
Kevin
Senior Account Executive
Hawaii-raised and engine-obsessed, Kevin has been making waves in SoCal's automotive scene since 2017. After cutting his teeth at a vintage Porsche shop, he went freelance, partnering with giants like Lamborghini, Honda, and Toyota. Armed with a Colorado State business degree and skills spanning video production, photography, and brand management, he brings both strategy and hands-on expertise to every project.
As Senior Account Executive at The ID Agency, Kevin orchestrates marketing campaigns for top automotive clients, leveraging the team's diverse talents for standout results. When he's not crafting compelling automotive narratives, you'll find him shredding Malibu trails or hunting down California's most epic driving roads. For Kevin, cars aren't just work, they're a way of life.
Hawaii-raised and engine-obsessed, Kevin has been making waves in SoCal's automotive scene since 2017. After cutting his teeth at a vintage Porsche shop, he went freelance, partnering with giants like Lamborghini, Honda, and Toyota. Armed with a Colorado State business degree and skills spanning video production, photography, and brand management, he brings both strategy and hands-on expertise to every project.
As Senior Account Executive at The ID Agency, Kevin orchestrates marketing campaigns for top automotive clients, leveraging the team's diverse talents for standout results. When he's not crafting compelling automotive narratives, you'll find him shredding Malibu trails or hunting down California's most epic driving roads. For Kevin, cars aren't just work, they're a way of life.
Briana
Event Coordinator
Detail-obsessed and creativity-driven, Briana turns complex logistics into flawless events with effortless precision. Her project management background and operational expertise make her a wizard at transforming ambitious concepts into reality for brands and clients.
As an event coordinator with exceptional organizational skills, she anticipates challenges before they arise and implements solutions that keep projects running seamlessly from start to finish.
Briana's collaborative approach and knack for exceeding expectations make her the secret weapon behind The ID Agency's most memorable brand activations because when everyone else is wondering if something's possible, she's already figuring out how to make it happen.
Detail-obsessed and creativity-driven, Briana turns complex logistics into flawless events with effortless precision. Her project management background and operational expertise make her a wizard at transforming ambitious concepts into reality for brands and clients.
As an event coordinator with exceptional organizational skills, she anticipates challenges before they arise and implements solutions that keep projects running seamlessly from start to finish.
Briana's collaborative approach and knack for exceeding expectations make her the secret weapon behind The ID Agency's most memorable brand activations because when everyone else is wondering if something's possible, she's already figuring out how to make it happen.
Glenda
PR Director
Strategic storyteller and relationship architect, Glenda transforms brand narratives into conversations that matter across food, beauty, sports, and lifestyle industries. Her 20+ years of PR mastery goes beyond traditional media relations to create authentic connections that build lasting stakeholder trust and drive measurable brand visibility.
A pitching powerhouse with an arsenal of rock-solid media relationships, she knows exactly which stories will resonate with which journalists and delivers them with precision that turns cold pitches into eager coverage. Whether crafting campaigns for B2B powerhouses or consumer favorites, her strategic creativity turns complex brand challenges into compelling stories that cut through the noise and create genuine impact.
Glenda's innovative approach to reputation management makes her the force behind campaigns that don't just capture attention but sustain meaningful engagement because while others struggle to get reporters on the phone, she's already building the relationships that transform brands into industry leaders.
Strategic storyteller and relationship architect, Glenda transforms brand narratives into conversations that matter across food, beauty, sports, and lifestyle industries. Her 20+ years of PR mastery goes beyond traditional media relations to create authentic connections that build lasting stakeholder trust and drive measurable brand visibility.
A pitching powerhouse with an arsenal of rock-solid media relationships, she knows exactly which stories will resonate with which journalists and delivers them with precision that turns cold pitches into eager coverage. Whether crafting campaigns for B2B powerhouses or consumer favorites, her strategic creativity turns complex brand challenges into compelling stories that cut through the noise and create genuine impact.
Glenda's innovative approach to reputation management makes her the force behind campaigns that don't just capture attention but sustain meaningful engagement because while others struggle to get reporters on the phone, she's already building the relationships that transform brands into industry leaders.
John
Social Media Marketing Manager
Data-driven with a creative edge, John has spent six years turning social strategies into business success stories. As Social Media Marketing Manager at The ID Agency, he crafts comprehensive campaigns for automotive and lifestyle clients that don't just look good but deliver results.
His marketing journey includes boosting customer retention at Fresh N Lean and expanding audience reach at MotorTrend Group through innovative campaigns backed by thorough analytics. With expertise spanning automotive and lifestyle sectors, John bridges the gap between creative content and measurable outcomes. In his world, great marketing isn't just about engagement metrics, it's about moving the needle where it matters most.
Data-driven with a creative edge, John has spent six years turning social strategies into business success stories. As Social Media Marketing Manager at The ID Agency, he crafts comprehensive campaigns for automotive and lifestyle clients that don't just look good but deliver results.
His marketing journey includes boosting customer retention at Fresh N Lean and expanding audience reach at MotorTrend Group through innovative campaigns backed by thorough analytics. With expertise spanning automotive and lifestyle sectors, John bridges the gap between creative content and measurable outcomes. In his world, great marketing isn't just about engagement metrics, it's about moving the needle where it matters most.
Blake
Events Lead
A master orchestrator who transforms ambitious brand visions into unforgettable live experiences, Blake combines strategic thinking with flawless execution to deliver events that create lasting impact.
As Events Lead at The ID Agency, he commands high-profile activations like the Hot Wheels Legends Tour and manages experiential campaigns for NEFT, Tapatio, and Rockstar that turn brand touchpoints into cultural moments. His diverse academic foundation in Public Relations, Marketing, Arts & Humanities, and Social & Behavioral Science gives him a unique perspective on how audiences connect with brands on emotional and psychological levels.
Blake's expertise extends across every aspect of event management, from initial concept development through post-event analysis, ensuring each activation not only meets objectives but exceeds them in ways that surprise and delight. His proven track record with brands like Bridgestone and Firestone showcases his ability to adapt his approach while maintaining the precision and creativity that make events memorable because when brands need someone who can navigate complex logistics while never losing sight of the consumer experience, Blake delivers results that resonate long after the event ends.
A master orchestrator who transforms ambitious brand visions into unforgettable live experiences, Blake combines strategic thinking with flawless execution to deliver events that create lasting impact.
As Events Lead at The ID Agency, he commands high-profile activations like the Hot Wheels Legends Tour and manages experiential campaigns for NEFT, Tapatio, and Rockstar that turn brand touchpoints into cultural moments. His diverse academic foundation in Public Relations, Marketing, Arts & Humanities, and Social & Behavioral Science gives him a unique perspective on how audiences connect with brands on emotional and psychological levels.
Blake's expertise extends across every aspect of event management, from initial concept development through post-event analysis, ensuring each activation not only meets objectives but exceeds them in ways that surprise and delight. His proven track record with brands like Bridgestone and Firestone showcases his ability to adapt his approach while maintaining the precision and creativity that make events memorable because when brands need someone who can navigate complex logistics while never losing sight of the consumer experience, Blake delivers results that resonate long after the event ends.
Karina
Account Manager
A bridge-builder who transforms cultural insights into powerful brand connections, Karina brings five years of communications expertise, authentic multicultural perspective, and deep Gen Z audience understanding to her role as Account Manager at The ID Agency.
Her journey from Pepperdine University's Public Relations program, enriched by Hispanic Studies, launched her into agency life at powerhouses like WE Communications and Edelman, where she mastered media relations and client counsel for giants like Microsoft, Taco Bell, and Guitar Center. At VPE Public Relations, she honed her specialty in strategic integrated marketing for the Hispanic community, creating impactful campaigns for Disneyland, Chef Merito, and California Department of Public Health that resonated with authenticity and cultural relevance.
Her expertise in Gen Z communication styles and values makes her invaluable for brands looking to authentically connect with younger audiences across multiple cultural touchpoints. Beyond client success, Karina's commitment to lifting others shines through her mentorship of first-generation college students, speaking at universities and participating in panels that open doors for the next generation of communications professionals because while others see diversity as a checkbox, she sees it as the key to creating campaigns that truly connect with the communities brands want to reach.
A bridge-builder who transforms cultural insights into powerful brand connections, Karina brings five years of communications expertise, authentic multicultural perspective, and deep Gen Z audience understanding to her role as Account Manager at The ID Agency.
Her journey from Pepperdine University's Public Relations program, enriched by Hispanic Studies, launched her into agency life at powerhouses like WE Communications and Edelman, where she mastered media relations and client counsel for giants like Microsoft, Taco Bell, and Guitar Center. At VPE Public Relations, she honed her specialty in strategic integrated marketing for the Hispanic community, creating impactful campaigns for Disneyland, Chef Merito, and California Department of Public Health that resonated with authenticity and cultural relevance.
Her expertise in Gen Z communication styles and values makes her invaluable for brands looking to authentically connect with younger audiences across multiple cultural touchpoints. Beyond client success, Karina's commitment to lifting others shines through her mentorship of first-generation college students, speaking at universities and participating in panels that open doors for the next generation of communications professionals because while others see diversity as a checkbox, she sees it as the key to creating campaigns that truly connect with the communities brands want to reach.
Jonathan
Account Manager
The voice that shaped an entire automotive subculture, Jonathan brings over 25 years of industry expertise and unmatched credibility to The ID Agency's automotive clients. Starting as Associate Editor at Super Street Magazine in 1998, he didn't just cover JDM tuning culture, he defined it, earning the legendary nickname 'JDM Wong' while transforming a niche publication into the ultimate JDM authority.
Under his editorial leadership, Super Street became the first automotive brand to hit 1 million followers on both Instagram and Facebook, proving his ability to translate authentic passion into massive digital engagement. His diverse experience spans copywriting for Audi at The Designory and serving as Editor-in-Chief of Driving Line for Nitto Tire, where he mastered the art of brand storytelling across multiple automotive segments.
Now as Account Manager at ID, Jonathan leverages his deep industry relationships and cultural credibility to drive success for ENEOS USA and Formula DRIFT, where he serves as Media Coordinator for the world's biggest drifting series because when automotive brands need someone who speaks the language fluently and commands respect from enthusiasts to executives, they turn to the person who helped write the playbook.
The voice that shaped an entire automotive subculture, Jonathan brings over 25 years of industry expertise and unmatched credibility to The ID Agency's automotive clients. Starting as Associate Editor at Super Street Magazine in 1998, he didn't just cover JDM tuning culture, he defined it, earning the legendary nickname 'JDM Wong' while transforming a niche publication into the ultimate JDM authority.
Under his editorial leadership, Super Street became the first automotive brand to hit 1 million followers on both Instagram and Facebook, proving his ability to translate authentic passion into massive digital engagement. His diverse experience spans copywriting for Audi at The Designory and serving as Editor-in-Chief of Driving Line for Nitto Tire, where he mastered the art of brand storytelling across multiple automotive segments.
Now as Account Manager at ID, Jonathan leverages his deep industry relationships and cultural credibility to drive success for ENEOS USA and Formula DRIFT, where he serves as Media Coordinator for the world's biggest drifting series because when automotive brands need someone who speaks the language fluently and commands respect from enthusiasts to executives, they turn to the person who helped write the playbook.
Vinny
Automotive Specialist
Supercar whisperer and brand mastermind, Vinny brings executive-level expertise from legendary marques like Lamborghini, Maserati, Spyker, and Hennessey Performance. His industry insights make him a sought-after voice on The Smoking Tire, Hemmings "Hot Rod BBQ" podcast, and VinWiki, where he breaks down everything from auto shows to dealership operations with insider authority.
Featured in 'The Cannonball Run Countach: Supercar Legend' and consulting on high-profile automotive projects, Vinny's comprehensive knowledge and problem-solving prowess have made him the automotive world's ultimate resource. When the industry's biggest names have questions, they call Vinny first.
Supercar whisperer and brand mastermind, Vinny brings executive-level expertise from legendary marques like Lamborghini, Maserati, Spyker, and Hennessey Performance. His industry insights make him a sought-after voice on The Smoking Tire, Hemmings "Hot Rod BBQ" podcast, and VinWiki, where he breaks down everything from auto shows to dealership operations with insider authority.
Featured in 'The Cannonball Run Countach: Supercar Legend' and consulting on high-profile automotive projects, Vinny's comprehensive knowledge and problem-solving prowess have made him the automotive world's ultimate resource. When the industry's biggest names have questions, they call Vinny first.
Nick
Team Assistant
The engine that keeps campaigns running smoothly, Nick turns behind-the-scenes chaos into seamless execution with infectious enthusiasm and relentless determination.
As The ID Agency's Team Assistant, he's the reliable force supporting event and influencer marketing initiatives for major brands like Hot Wheels, Forza, Puma, El Pollo Loco, and Bridgestone, with Rusnak Ineos as his primary focus. His Chapman University background in Strategic and Corporate Communication, paired with his entrepreneurship minor, gives him the strategic foundation to anticipate client needs and deliver results that exceed expectations.
Nick's expertise in public speaking, message design, and campaign management makes him invaluable during high-pressure moments when details matter most.
The engine that keeps campaigns running smoothly, Nick turns behind-the-scenes chaos into seamless execution with infectious enthusiasm and relentless determination.
As The ID Agency's Team Assistant, he's the reliable force supporting event and influencer marketing initiatives for major brands like Hot Wheels, Forza, Puma, El Pollo Loco, and Bridgestone, with Rusnak Ineos as his primary focus. His Chapman University background in Strategic and Corporate Communication, paired with his entrepreneurship minor, gives him the strategic foundation to anticipate client needs and deliver results that exceed expectations.
Nick's expertise in public speaking, message design, and campaign management makes him invaluable during high-pressure moments when details matter most.
Scott
Music & Video Producer
A music industry veteran with an ear for what moves people, Parker has spent 28 years turning raw talent into cultural moments. From powerhouse labels like Island Records and Arista to directing A&R for James Cameron's Lightstorm Music, he's built a career on recognizing potential before anyone else does.
His independent label ventures brought legendary artists like Eddie Vedder, Joe Strummer, and Tom Waits to new audiences, proving his ability to bridge artistry with commercial success. When the Foo Fighters needed someone to bring their vision for Studio 606 to life, they chose Parker, and he transformed their legendary recording space from concept to completion over more than a decade.
Now focused on visual storytelling, Parker channels his industry insight into film production, creating everything from music documentaries to branded content because when others see separate industries, he sees opportunities to amplify stories that matter.
A music industry veteran with an ear for what moves people, Parker has spent 28 years turning raw talent into cultural moments. From powerhouse labels like Island Records and Arista to directing A&R for James Cameron's Lightstorm Music, he's built a career on recognizing potential before anyone else does.
His independent label ventures brought legendary artists like Eddie Vedder, Joe Strummer, and Tom Waits to new audiences, proving his ability to bridge artistry with commercial success. When the Foo Fighters needed someone to bring their vision for Studio 606 to life, they chose Parker, and he transformed their legendary recording space from concept to completion over more than a decade.
Now focused on visual storytelling, Parker channels his industry insight into film production, creating everything from music documentaries to branded content because when others see separate industries, he sees opportunities to amplify stories that matter.
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