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WB vet Sanchez retires as Latin American VP

Guerrero promoted to inherit position

HOLLYWOOD — Jorge Sanchez, a 44-year veteran of Warner Bros. in Latin America, will retire as VP of the region at the end of this week.

In his place, the Hollywood studio is promoting the region’s sales director David Guerrero, who will assume Sanchez’s responsibilities and inherit his title of VP, Latin America.

Sanchez will segue into a one-year consultancy position with the company.

Guerrero will report to L.A.-based Malcolm Dudley-Smith, senior VP, sales and business development, for the international TV distribution unit of Warner Bros.

“From selling such classic Warner Bros. series as ’77 Sunset Strip’ and ‘Maverick’ with little more than a 16mm sales reel in the ’60s to his recent participation in the formation of HBO Ole and the countless successes he’s enjoyed in between, Jorge has had an amazing career. We’re glad to have benefited from his expertise and experience throughout the years,” Warner Bros. Intl. TV prexy Jeffrey Schlesinger said in making the announcement Wednesday.

In his post as VP, Latin America, Sanchez was responsible for directing the sales activities in the 25 countries in his territory and overseeing a staff of 20 in WBITV’s offices in Mexico City.

He has been credited with orchestrating business directives that have resulted in a 900% increase in sales over the last eight years in the territory. In recent years, Sanchez was highly involved in the formation of HBO Ole in Latin America.

Sanchez, a native of Mexico City, joined Warner Bros. Pictures in 1957 as the No. 2 exec in the Mexico office, working in sales and distribution. In 1961, he added TV sales for Mexico to his responsibilities and in 1969, he moved full time into TV sales, adding Panama and Central America to his territory.

He was named sales director of Latin America in 1971, the same year he began attending the Los Angeles Screenings on behalf of WBITV. Over the next three years, he added the Caribbean and Brazil to his purview.

Guerrero was promoted to sales director, Latin America, in 1993, having joined WBITD in 1990 as a sales executive. Prior to joining the Hollywood major, Guerrero served as an account director at various multinational advertising agencies.

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