# Lorenz Esguerra

> Lorenz Esguerra is the chief executive of Folklore, a Minneapolis-area design and technology agency he has grown roughly 40% in under a year. A Filipino American agency veteran with a 30-year career spanning Procter & Gamble, Bain & Co., Weber Shandwick and Edelman, he is known for turning offices into growth engines and for championing diversity in the advertising profession as treasurer of the nonprofit The BrandLab.

- **Role:** Chief Executive Officer at Folklore
- **Organizations:** Folklore, The BrandLab, Edelman, Weber Shandwick, Procter & Gamble, Bain & Company
- **Nationality:** American (Filipino American)
- **Education:** MBA, Strategy & Marketing, UCLA Anderson School of Management, Business Administration (Marketing focus), University of California, Berkeley, B.S. Business Administration & Accounting, University of the Philippines
- **Known for:** Grew Folklore roughly 40% in less than a year by winning clients in health care, recreational vehicles and finance, Grew Edelman's Dallas and Houston operations over 7% in 2023 despite economic headwinds, Transformed Weber Shandwick's Minneapolis office into a growth engine, overseeing 90+ staff

## Career timeline

- **—** — Early career roles at Procter & Gamble and Bain & Company
- **—** — Leadership roles at Blast Radius, BBDO Proximity, and Modern Climate
- **—** — EVP and General Manager of Weber Shandwick's Minneapolis operations, overseeing 90+ staff
- **2023** — General Manager of Edelman's Dallas and Houston offices; grew the markets 7%+ in a down year
- **2024** — Named CEO of Folklore, effective March 1, 2024
- **2025** — Named to Twin Cities Business 'Notable BIPOC Executives' list

## Achievements

- Grew Folklore roughly 40% in less than a year by winning clients in health care, recreational vehicles and finance
- Grew Edelman's Dallas and Houston operations over 7% in 2023 despite economic headwinds
- Transformed Weber Shandwick's Minneapolis office into a growth engine, overseeing 90+ staff
- Named a 2025 Notable BIPOC Executive by Twin Cities Business
- Serves as treasurer of The BrandLab, advancing diversity in advertising and marketing

## Latest updates

- **2024-03** — Became CEO of Folklore.
- **2025-02** — Recognized on Twin Cities Business 'Notable BIPOC Executives' list.

## Links

- Website: https://folklore.digital
- LinkedIn: https://www.linkedin.com/in/lorenzesguerra/

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Profile page: https://yespress.io/lorenz-esguerra
Published by YesPress — https://yespress.io
Last updated: 2026-06-27