He holds an undergraduate degree in Communication with a concentration in advertising from his native Mexico; an MA in Advertising from the prestigious Advertising program at the University of Texas at Austin; and a Ph.D. in Communication from the University of Miami, where he did his doctoral work on the advertising practice of account planning (AP). His research has focused specifically on the way AP has been implemented in Spanish-speaking countries. As a native Mexican he did not grow up with football; however, he is now a fan of the sport, and during the Super Bowl two of his passions come together.