Tommy Mottola and Lex Borrero’s NEON16 Acquires Arro Media

Tommy Mottola
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Tommy Mottola
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Photo Credit: Tommy Mottola, Cristina Arcay, Gerry Rojas, Lex Borreroa

Tommy Mottola and Lex Borrero’s Latin media powerhouse NEON16 acquires Cristina Arcay’s Arro Media in a merger rebranding the company as AM16.

NEON16, the Latin media powerhouse owned by moguls Tommy Mottola and Lex Borrero, has acquired Latina-owned and led Arro Media, a leading music marketing and social media agency founded by Cristina Arcay. The new combined company will be rebranded as AM16 Agency.

Renowned for their expertise in storytelling, NEON16 and Arro have long functioned as integral parts of the hub for Latin music and culture. AM16’s client roster includes Shark Ninja, Meta, Adidas, Red Bull, NFL, Xbox, Bacardi, and The Latin Grammy Cultural Foundation, as well as talent such as Thalia, Tainy, Danna Paola, and Juan Luis Guerra.

AM16 brings its entire client portfolio and team of creatives, designers, experts, and strategists to this new partnership. Cristina Arcay will serve as Co-President alongside NEON16’s newly appointed Chief Marketing Officer, Gerry Rojas, who has a vast background in entertainment marketing. Rojas’ work includes leading efforts for NBCUniversal, the Latin Recording Academy, and People en Español.

“We have built a growing agency that will redefine how brands connect their marketing and advertising to the Latin culture because we live it day in and day out,” said Lex Borrero, CEO, and Tommy Mottola, Chairman of NEON16 and NTERTAIN. 

“Our team has a finger on the pulse of trends, uniquely positioned to spot them before they happen across music, television, and film. Today’s announcement further differentiates our capabilities from competitors and will bring an even more comprehensive offering to our clients and partners.”

Among AM16’s capabilities are brand partnerships and strategy, product development, content production for all platforms, 360 creative design services, music marketing, social media management, digital marketing, public relations, and experiential events.

“Launching AM16 Agency represents an exhilarating new chapter in my career and the future of Arro,” said Cristina Arcay, co-President. “As a Latina entrepreneur, being able to lead and learn alongside our new partners represents a huge opportunity to reshape the industry by championing diversity, elevating ideas, and fostering cultural movements that resonate with audiences worldwide.”

“I feel empowered and excited to be working in a Latino-owned agency where we’re reimagining how brands and artists tell their stories authentically while raising the Latin cultural currency and creating a true, positive impact rooted in music and culture,” concluded Gerry Rojas, CMO.