Michael A. Olguin CEO
Michael A. Olguin CEO

Outside of the office, Michael A. Olguin is known to travel more than a Jet Blue flight attendant, bleed SDSU Aztec Red & Black, and enjoy taking his ’65 Chevy Malibu for a spin with the top down in San Diego. An avid runner, he has completed seven marathons, yet he knows his way around a nice bottle of scotch and Cuban cigar.

Michael founded Havas Formula in 1992 as a national public relations boutique agency. A senior strategist with more than 25 years’ PR experience, he is equally versed in driving B-to-C and B-to-B programs for clients across consumer, lifestyle, high-tech, consumer technology, sports, entertainment, and travel categories. In addition to serving as Havas Formula’s leader, Michael expanded the agency’s offering with the creation and supervision of specialty divisions Havas FORMULATIN, Havas ATTN and Havas Street, which offer Hispanic PR, social media and brand activation services, respectively.

Overseeing a nationwide staff of more approximately 150 employees in six offices—New York, Los Angeles, San Diego, Chicago,Denver and Miami—Michael splits his very full days across client strategy, leadership team management, and growing the agency through new business development. He is frequently featured as a PR expert in trade and business publications ranging from PRWeek, Ad Age, AdWeek, Entrepreneur and Inc., and as a speaker at industry events including PRSA International Conference and Hispanicize. Through Michael’s leadership and direction, Havas Formula has earned numerous awards and accolades for both client campaigns and agency success.

Alexis McCance CFO
Alexis McCance CFO

When she’s not busy working in her many Excel spreadsheets, Alexis McCance enjoys playing golf and camping with her husband and two kids. The only one at Havas Formula to have her own private mini-fridge—stocked with beverage essentials Diet Coke and wine—this D.C. transplant can be found starting her mornings with French Vanilla Coffee and occasionally raiding the Havas Formula snack bar as a substitute for lunch.

Alexis has more than 20 years’ experience in the operations field and is principally responsible for working with the president in strategic planning for Havas Formula, Havas Street and Havas FORMULATIN. Joining Havas Formula in 1999, she currently oversees the agency’s operations, accounting, human resources, and IT departments. Additionally, she plays a key role in optimizing the company’s structure.

As one of Havas Formula’s longest-standing employees, Alexis has dedicated herself to expanding the company’s business and improving the overall efficiency of operations. In her time at Havas Formula, she has grown her department from two to a 15-person team, expanding the accounting department and bringing HR and IT in-house. She also plays an integral role in sustaining a vibrant company culture and is always prepared for a last-minute BBQ or happy hour.

Adrienne Cadena President
Adrienne Cadena President

A University of Southern California graduate with a master’s degree in communication management, Adrienne Cadena likes to stay active by taking her husband and three daughters, and always cheers on her favorite teams – the Los Angeles Lakers and USC Trojans.

Shortly after starting at Havas Formula in 2005, Adrienne helped to launch the agency’s brand activation arm, Havas Street. Now serving as its senior vice president, Adrienne played an instrumental role in driving Street’s dramatic growth and raising its profile to become one of the foremost activation agencies in the country. In addition to her knack for business development, Adrienne has successfully created and managed programs for numerous high-profile consumer and lifestyle clients. Her work has included everything from sampling campaigns (Heineken USA, Nestlé, KeVita, popchips) and mobile marketing tours (Popcorn Indiana, BehrPro, CHI CHI’S salsa) to large scale activations (Wholly Guacamole’s Guac Stop, LA VICTORIA’s 100th Anniversary promotion) and creative publicity stunts (Panda Express’ Takeout Box stunt, neuro’s “National Hammock Day” tie-in).

Overseeing her team out of Havas Formula’s Los Angeles office, Adrienne manages everything from concept development, strategy and program planning to execution, program analysis and financial management. Always seeking ways to make Havas Street stand apart from the competition, Adrienne developed customized online reporting systems to track and measure sampling programs, and she was instrumental in launching Havas Street’s internal recruiting department, which has vetted 20,000 qualified brand ambassadors nationwide for client programs.

In 2015, Cadena was awarded the 40 under 40 award by PRWeek. In her spare time, Adrienne also serves on the Board of Advisors for The Center for PR, a group started within USC’s Annenberg School of Communication, connecting corporations, agencies, academics and students to define the future of the industry and to develop those who will shape it.

Amy MacFarlane AVP Street Beam
Amy MacFarlane AVP Street Beam

Amy is a seasoned experiential marketer with previous experience in the adult beverage space on brands like Guinness, Absolut, Jose Cuervo and Dos Equis. Over the past 10 years, she helped build a successful 40+ market on-going experiential program for State Farm. Most recently, Amy spent the last year leading a small agency with clients such as Tim McGraw, ESPN, ACC, adidas, USA Today and NFL Green. Her recent work included overhauling the Atlantic Coast Conference’s fan experiences to be focused on sustainability, inclusion, philanthropy and health & wellness. Similarly, she managed a recent adidas program focused on the brand’s sustainable events and vision to elevate sport through philanthropy/inclusion practices.


Coming full circle, she is back in spirits leading the Jim Beam experiential business, overseeing client development, program creation, budget management and program strategy.

John Marchini Vice President
John Marchini Vice President

Fresno born and raised, John does his best to stay connected to his rural roots even while living in Los Angeles. An avid outdoorsman, John can often be found (or not found) hunting, fishing, and/or camping with his dog Mojo.  An aspiring Bob Villa, when he isn’t outdoors, John can be found in his woodshop where he crafts furniture, cutting boards, and other custom projects for friends and family. This inclination towards working with his hands has served him well in his role as the Director of Operations and Strategic Business Development.

John’s role at Havas Street has been constantly evolving since he joined the team in early 2016. While still serving as the point person for some of Streets largest client’s, John also heads the operational control for the team including DOT regulations & compliance, leasing, and vendor management. In addition to constantly seeking out cost and operational efficiencies for clients, Marchini also spearheads continuing education for the division which includes emerging trends and industry insights, along with ever changing regulations on the regional and national levels.

Over the course of his 12+ years in experiential marketing, he has worked on numerous national programs for clients including Hormel/MegaMex, KeVita (PepsiCo) and State Farm. John has played an integral part in all facets of event activation from strategic planning and creative to in-the-field execution and management. With a focus on program logistics and operations, Marchini is constantly working with new technologies and vendors to ensure the consumer experience is as immersive and engaging as possible.

Victoria Armas AVP
Victoria Armas AVP

SoCal Native, Victoria Armas, bleeds Dodger blue and is a self-proclaimed music enthusiast. Mother of 2 children and 2 Frenchies, Victoria enjoys family time at the beach and has a ‘thing’ for seafood and sushi. She likes to stay active taking exercise classes in muy thai, pilates, and most recently sought out yoga to help provide some balance to her busy schedule.

Working in the industry for 12+ years, Victoria truly understands what it takes to be successful in the field. Her career in field marketing started with Red Bull Energy drink where she worked as a brand ambassador, quickly working her way up to market and regional manager roles supporting brands such as Miller Brewing Company, New Balance, and HobNob Wines.

Victoria joined Havas Street in 2010 and has played an integral role in the day-to-day field operations for one of Havas largest clients, Heineken USA. Her get-it-done attitude and process implementation helped to increase the agencies scope on the Heineken business that began as a regional program soon evolving to a national program for the brand portfolio.

Having grown up in a large family, Victoria works hard to foster a family environment within her field teams encouraging best practice sharing and collaborative efforts. Leading a national structure, Victoria always has her finger on the pulse of all market happenings, whether it be a traditional sampling event in a neighborhood sports bar or an onsite activation at Coachella.

As an AVP, Victoria supports clients by helping to ensure consistency across markets, execution strategy, best-in-class reporting, KPI tracking, and budget management.
Victoria’s scrappiness, solutions, persistence and hardworking ways have made her a trusted “go-to” for all national field programs.


Our strategic approach can be broken into ten service areas that enable us to create powerful stories about your brand and its products/services. Our intention is to create an emotional connection with target consumers at a time and place when it is most important to them, allowing your brand to achieve relevancy and differentiate itself from the competition.

Person writing date on sticky note Strategy & Creative Ideation

Disruptive and sticky experiences, structured to extend the conversation and build brand loyalists

Creative Design & Fabrication

Dedicated designer for experiential programs

Event Execution

Flawless execution with every detail considered providing maximum results

Budget Management

Detailed and accurate, maximizing savings and identifying reinvestment opportunties

Hand interacting with mobile device PR & Social Integration

Seamless alignment with sister PR and Social divisions for 360 programming

Risk Management

Liability insurance, legal and direct hiring

Staffing & Training

Dedicated, in house recruiting team. Consistent brand messaging, PR + experiential

Venue / Vehicle Procurement & Permitting

Vetted components for the ideal consumer engagement

Logistics, Production & Operations

Extensive research and efficient planning

Reporting & Custom  Online Tools

Program specific online system to track engagements/metrics 

Strategic Approach

Drive Interest
We work with clients and research the category to define the target consumer and then develop a strategic plan for driving interest.
Building Engagement
We create a memorable and shareable experience for the consumer and amplify it with social media interaction and media relations support.
Inspire Action
Each engagement is aimed at influencing consumers to attach to the brand, share their experience with others, build loyalty, and ultimately motivate purchase.
Secure Results
We build our KPIs based on the client’s goals. Whether focused on product sampling, buzz building or consumer interactions, we measure all aspects of the program.

Engagement Methods


In-Store Demos

Mobile Marketing Tours

Publicity Stunts

Guerrilla Street Teams

Sampling Programs

Pop Up Activations

Strategic Partnerships

Retail Support & Local Events

Large Scale Activations