JUL 2014 – TO DATE:
Joined forces with an ex-colleague to create an online-only creative shop, doing specific projects for local clients and offering them international expertise, both in creative and marketing strategic areas, at local prices on a free lance basis.
MARCH 2005 – JAN 2014:
McCANN MEXICO, GROUP CREATIVE DIRECTOR
McCANN PARIS, INTERNATIONAL CREATIVE DIRECTOR
Cereal Partners Worldwide / Latin America
HP Computers / Latin America
Nestlé Dairy Products
Joined McCann with the objective or re-establishing the creative reputation of the agency towards one of its most important clients: L’Oréal Paris. Won and Effie Award for the Haircolor work of the first year creating a ambiance of trust that helped the client to enable local productions, instead of using only the international materials, created by headquarters in Paris.
Upon landing of the global HP business by McCann, the regional Latin American coordination was established in Mexico and the account was assigned to my team (including Brazil and the Caribbean Region). The main achievements of this four-year collaboration: two more Effie Awards and three locally intended films that later were used worldwide.
As for CPW, the account was handed to me due to my previous experience with Kellogg’s, both at Leo Burnett and at JWT. Since the first year handling this account, a continuous upward tendency was established in the client’s agency evaluation, both at regional and domestic level and a non-stop stream of Effie Awards was won each year for Fitness Cereal in Mexico, as well as a Bold Innovation Award for CPW Brazil in 2011.
TRANSFER TO McCANN PARIS, Cereal Partners Worldwide Global Coordination.
After a successful performance handling the CPW account on the Latin American region, ultimately helping Mexico to become the biggest market in the world for the Fitness Cereal Brand among other achievements-, I was transferred to the global coordination for CPW in the Paris office.
Additionally, between 2007 and 2010, I served as Chief Education Officer for McCannʼs HFD program in Mexico, coordinating on-line training for all employees.
SEP 2001 - FEB 2005:
JWT MEXICO. CREATIVE DIRECTOR
LG Cellular Telephony
Nestlé Dairy Products, Ice Cream and Chocolate
Cadbury-Adams Latin America.
Recruited by JWT for the Mexico launching of its Sedal (Sunsilk) brand, because of my previous Haircare (P&G) experience. Won a Gold Effie for the launching.
MARCH 1998 – AUGUST 2001:
GREY MEXICO. ASSOCIATE CREATIVE DIRECTOR
P&G Haircare, Dishwash and other household products
Joined Grey as Senior Art Director for a specific group and after one year I was assigned General Art Director for the whole agency, as well as coordinator of the pre-press department. Finally I was promoted to Associate Creative Director.
DECEMBER 1993 – DEC 1997:
LEO BURNETT MEXICO. ART DIRECTOR
Bimbo Bread (domestic brand)
Graphic Communication Sciences (Certificate 1994). Universidad Intercontinental, Mexico City.
Architecture (Diploma, 1989).
Universidad La Salle, Mexico City.
French / German