Carlos Réne Montemayor

Carlos was nationally recognized as one of the founders of the Hispanic Advertising Industry in the U.S. Carlos proudly served in the U.S. Army as a 2nd Lt. A graduate of the University of Texas and Northwestern University with an MBA, Carlos was recruited and moved to Detroit working for Ross Roy and Campbell-Ewald Advertising Agencies specializing in automotive accounts.

When Carlos returned from Detroit to San Antonio, he became the National Marketing Director for Church's Fried Chicken, eventually he founded Montemayor y Asociados. The agency grew with the acquisition of major accounts, such as Pepsi, Chrysler and Continental Airlines, to mention a few. Nationally, the agency became the sixth largest Hispanic agency in the country. After merging with GlobalHue, Carlos became Vice-Chairman and in January 2006, after retiring from GlobalHue, he became Vice-President for Strategic Development for Rumbo Newspapers, a Texas chain of Hispanic language newspapers.

Carlos was an active member of the San Antonio Fiesta Commission, chairing the 100th Year Celebration and later became President of the Fiesta Commission. He reigned as El Rey Feo during the 1994-1995 Fiesta celebration. He was a member of the USAA Bank Board, Board of the Southwest Foundation for Biomedical Research, Morningside Ministries and Cancer Therapy Research Center. He was also a member of the Argyle, past President of the Governor's Club and a member of Club Giraud. Previously, he served on the boards of the Hispanic Chamber, the San Antonio Zoo, The Witte Museum and was a trustee of Our Lady of the Lake University.

He is preceded in death by his parents, Dr. and Mrs. Raul Montemayor of Eagle Pass, TX. He is survived by his beloved wife, Barbara; son, Justin and brother, Dr. Raul Montemayor, Jr. and wife, Laura and his niece, Mary Kathrine.

In lieu of flowers, memorial contributions may be directed to the San Antonio Fiesta Commission, 2611 Broadway, San Antonio, TX 78215 or the Unicorn Center, 4630 Hamilton Wolfe, San Antonio, TX 78229.