Creative & Advertising
I believe that ideas are not exclusive to the creative department; that planners and creatives, clients and agencies, do better when working closely together. Work with me if you need no-nonsense, practical creative advice.
I can help you with
Manage creative projects & teams, write better briefs, create and develop integrated campaigns, sharpen the creative strategy, Unlock and articulate the brand purpose, deliver better brand experiences, social media & activation campaigns, e-commerce & shopper marketing programmes, Write and develop killer presentations, case studies and awards submissions
I have nearly 30 years of experience building brands in Latin America, Asia Pacific and now Europe.
I offer a creative viewpoint that combines the brand-centric advertising approach with the goal-driven focus of commerce. Broadly speaking, the two main stages of my career.
People say I’m not the typical creative —or the typical Argentinean for that matter.
For starters, I’ve stayed with the same network (WPP) for more years than many have been in the industry. Fresh from university, I begun as a copywriter in Ogilvy Argentina, my home country and agency. There I wrote TV commercials and print campaigns for brands like Dove and Pond’s, and clients like Unilever, Kraft, Gillette and IBM.
Presumably the good work lead me to become a creative director and travel the world.
After several stints in Latin America I’ve got the bug of working with multi-cultural teams and eventually I was offered an opportunity in Asia, as Executive Creative Director: three years in Ogilvy Vietnam and five in Ogilvy Malaysia. Not the conventional career path for a South American back then.
Under my leadership the offices experienced rapid growth by expanding our integrated offer among existing clients like Nestle and GSK; and winning high-profile new business pitches, like Maxis (telco), Malaysia Airlines and CIMB Bank. Vietnam won its first international awards. And Malaysia grew from #8 to #1 agency in the span of 2 years.
The experience in Asia taught me about setting teams up for delivering great work under great constrains, working side-by-side with strategy inspiring each other, and being accountable for the results of our campaigns. Some of those campaigns became global best practice in the network.
The next 10 years brought great change to the industry and to my own creative approach. I became Regional ECD for Geometry Asia Pacific (formerly OgilvyAction) —the world’s largest and most awarded brand experience & activation agency.
Drawing insights from behavioural sciences, I learnt how to create campaigns for participation, not just awareness. And subsequently developed proprietary creative tools and frameworks to make the work work harder. If advertising was the movie, brand experience & activation would be the theme park.
We won many new clients around the region, most notably SC Johnson global pitch (with Ogilvy), Huawei, and Coca-Cola in multiple markets.
Geometry APAC was crowned Campaign Asia’s Regional Specialist Network of the Year in 2013 and named Network of the Year for 4 consecutive years at Dragons of Asia, the region’s premier Promotional and Experiential Marketing award show.
During that time, I’ve also gained greater insight into the whole region (from India to Japan, from Australia & New Zealand to China). And learnt how to manage and inspire a large remote team, quite handy these days.
Senior clients value my personal involvement and creative insights into their businesses. Be it on actual projects or overall creative guidance. I value working together to redefine problems and come up with better solutions.
Brands like Nestle’s MILO have sought my advice over the years and across geographies and roles. I helped with their grassroots beginnings in Vietnam, redefined its brand purpose in Malaysia, and helped to build a global platform out of Singapore.
I’ve been lucky to work with and learn from some of the most talented individuals in our industry. Our work has won at multiple advertising festivals, including Effie Awards, Cannes Lions, One Show, D&AD, among others. I have served as Jury and Head Jury at many of these too.
But what I’m really proud of are my family and my 3 kids. It’s for them that we settled in Barcelona, where now I work independently as a communication adviser for clients, freelance creative and workshop facilitator. And full-time dad.
YEars of Experience
Countries worked IN
Singapore, Malaysia, Vietnam, Argentina, Spain
FMCG, Telecommunications, Banking, Health Care, Pharma, Airlines, Travel & Tourism, Liquor, Retail