Born and raised in Venezuela, Manuel Oliver never imagined that he would one day become one of the leading voices in the fight against gun violence in the United States. The tragic loss of his son, Joaquin, in the The Parkland, Florida, school shooting changed his life irrevocably, transforming his career and personal mission into a relentless pursuit of change.
In memory of their son, Manuel and his wife, Patricia, founded Change The Ref (CTR), dedicated to ensuring that their son’s life—and the lives of the other 16 victims—are never forgotten, and that real change happens to prevent future tragedies like this from ever occurring again. In 2023, Change the Ref was recognized as the third most-awarded brand in the U.S. by the WARC U.S. Creative 100, a ranking of the world's most awarded campaigns and companies for creativity. This achievement placed Change the Ref ahead of major consumer brands like Skittles, Google, and Budweiser.
His advocacy work has intersected with marketing and creativity, building powerful partnerships with top agencies such as Leo Burnett, MullenLowe, McCann, and ALMA. He’s also become a prominent speaker at high-profile events like the Cannes Lions Festival and the Aspen Ideas Festival, sharing his story and his vision for a safer society.
Now, he’s on a new journey, this time alongside his childhood friends — Marcos Marin, Winston Peraza, and Javier Marin — to create something meaningful. Manuel is now a Partner at Espacio, a creative communications hub where he brings his experience in activism and impact-driven work.
Recently, he earned a spot on the 2024 Campaign US CMO 50, the fourth annual list of top marketers making an indelible impact on the industry and culture. This recognition highlights the importance of his role, especially as discussions arise now and again about whether the position of Chief Marketing Officer (CMO) has become obsolete. Yet according to Campaign US, regardless of the title, those leading marketing and other consumer-facing functions in companies of all sizes are more relevant and necessary today than ever before.
As CMO Manuel’s approach to his title is unconventional. “A title means nothing without actions. My real title is that I’m Joaquin Oliver’s dad. That’s the only title that matters to me, no matter who I’m talking to or what the conversation is about,” said Oliver.
While others may invest years in climbing the corporate ladder, Manuel emphasizes that it’s actions—not titles—that drive change. “I’m grateful for the role I have, but if I don’t take action, then that title is meaningless. Our roles in society don’t define us; our actions do,” he added.
We caught up with Manuel to discuss key moments in his journey, his thoughts on the role of brands in social issues, the impact of new technologies on activism, and what Espacio brings to the table.
Defining moments in activism
“I didn’t set out to be an activist,” he began. “I had a comfortable life—my own job, a happy family. I was just trying to build a secure future for my kids. Then, suddenly, my beautiful son, Joaquin, was shot. That moment changed everything. I realized everything I’d done up until then felt irrelevant,” he continued.
Manuel’s path to activism emerged from a deep need to create change. “It’s not about passion for me—it’s about finding answers and solutions. Activism is a response to desperation. In my case, it’s about fighting gun violence, but the need for action exists for any powerful cause,” Oliver said.
Marketing and Activism: A necessary intersection
Reflecting on his collaborations with major creative agencies, Oliver shared the importance of brands taking a stand on social issues and how he brings those lessons to Espacio. “Society faces major concerns today, and it’s crucial for CEOs and brands to back us up in what we do. People want more than products—they want to see the human side of a company that moves towards a future of something that makes the world better,” he said.
Using AI for advocacy
Manuel is a proponent of AI, seeing it as a powerful tool to get messages across. “Some people think AI is dangerous, but I think it’s beautiful. It’s the start of a lot of good things. I’ve started using AI in the campaigns I work on, and it’s been incredible—it saves time and creates visuals that used to take months to pull together,” he shared.
Discussing his “Shotline Initiative,” a project that uses AI to recreate his son’s voice, Manuel shared, “There’s no other way I could hear my son’s voice six years after his death. AI made that possible. If his voice can inspire others to take action, then it’s worth it. This is the positive side of AI, and I can’t wait to see what else technology will bring to the table.” This initiative earned two Gold Lions and three Silver Lions for print work at this year’s Cannes Lions International Festival of Creativity.
With this experience, Manuel is excited to dive even deeper at Espacio in exploring how tech can amplify important messages, pushing creative boundaries to make advocacy campaigns that really hit home and inspire change.
Balancing data and creativity in campaigns
In a world increasingly driven by data, Oliver values the blend of strategic insights and intuitive decision-making in his work. “Data and analytics are the foundation of what we’re working on at Espacio. The data isn’t enough on its own—it needs to be woven together with creativity to create a powerful message,” he said.
Oliver points to climate change and Espacio's recent project, "Tierra Mía," as an example “We all know that most people are impacted by climate change, but not enough are acting on it. Data informs the strategy, but creativity brings it to life, compelling people to take action.”
Espacio is for brands with purpose
Oliver sees Espacio as a bridge for companies that genuinely want to embrace social responsibility and create real impact. Espacio offers a space where marketing pushes past traditional boundaries, putting social impact on par with business goals. “It isn’t just about profit—it’s about people and purpose. It’s about coalition, about learning from each other and sharing ideas,” he expressed.
By blending creativity, technology, data, and genuine partnerships, he encourages brands to engage with meaningful social issues through creating cultura.
“Espacio is a mix of skills, resources, and passions. We’re rooted in our culture, and we make cultura. That requires authenticity. We’re here to collaborate with anyone who’s serious about change, and I’m excited to work with friends in the industry, drawing on our team’s talents to build campaigns that actually matter,” he concluded.
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