Alex Garcia is the founder and CEO of AMG. He was born and raised in Houston, Texas in a family that was already well established in the out-of-home (“OOH”) advertising business, with his father working as a sign builder and his uncle a pictorial artist. Alex grew up in the industry and under the tutelage of his father and uncle began building his own signs while still in his teens, specializing in hand-painted signs, murals, and billboards. This was before the advent of computer-printed vinyl when it still took an artist to make the advertiser’s concept a reality.
Upon graduation from high school in 1981, Mr. Garcia founded AMG where he continued to find great satisfaction in bringing the ideas of advertisers to life. His outstanding work at AMG was noticed by the industry, and in 1985, Mr. Garcia was hired by Trans-State Outdoor Advertising to be its General Manager. While at Trans-State, Mr. Garcia reorganized and streamlined the union based company. At the age of only 22, He was given the responsibility for personally supervising traffic for Trans-State and overseeing the scheduling of its entire paint department. Under his stewardship, Trans-State’s paint department went from producing only 2 billboards a week to approximately 50 per month.
In 1987. Mr. Garcia relocated AMG to Los Angeles, the second-largest media market in the country, and began contracting work with industry leaders such as 3M National, Eller Outdoor, Gannett Outdoor, and Lamar Advertising. Most of the names of the largest outdoor advertising companies have changed and their successors are now Clear Channel and Outfront (formerly CBS Outdoor).
AMG was one of the first to pioneer supersized wall murals now common in virtually every market of the U.S. and around the world. Mr. Garcia specialized in these giant signs, now generally referred to as “supergraphics” at a time when the work took hours on a scaffold suspended on the side of a tall building. In the late ’80s and early ’90s, it would not be unusual to find Mr. Garcia painting a giant mural while suspended 75 or 100 feet above the ground.
As the technology changed, so did Mr. Garcia, who put AMG at the forefront of the LED digital revolution. In fact, AMG installed and operated one of the first LED digital displays used for OHH advertising in Southern California.
AMG has now teamed up with Rich Media Technologies (“RMT”) and owns and operates an ever-expanding network of digital displays on freeways and inside airports and hotels. Under Mr. Garcia’s management, AMG remains a leader in the industry seeking to make innovative use of new emerging technology to reach the greatest number of consumers with the most effective ads.