Hugo Pérez is a story-obsessed creative force and the founder of Local Boy Co., a sharp, strategy-first studio known for turning bold ideas into brands that actually connect. A full-stack marketer with a gift for narrative clarity, Hugo has spent over twenty years zigzagging through ad agencies, nonprofits, start-ups, higher ed, and global brands. He’s helped Fortune 500 companies and scrappy challengers alike move from forgettable to unforgettable. His work spans award-winning campaigns, nationwide tours, and headline-grabbing moments, like freestyling with the Roots on The Tonight Show. A sought-after speaker and educator, Hugo brings a rebellious energy to every stage and every story, daring leaders to ditch the beige and lead with fire. Sparked is his first book—and his loudest challenge yet to lead a life beyond the ordinary.
