I’ve been working in advertising for 13 years in the world’s largest communication groups: Leo Burnett, DDB, BBDO and now Havas communication and entertainment network. During these 13 years, I’ve been working around one core idea that got stuck in my mind: advertising SHOULDN’T be boring. We put so much effort in telling rtb’s and checking boxes from a list that we forget that entertaining audiences is the keystone to an engaging campaign.
I started as a digital creative and slowly climbed the creative ladder towards bigger challenges, understanding that the line between the offline and online vanished a long time ago. Kids nowadays don’t see the world in terms of online or offline, they see it through their devices no matter where they are. The media and advertising landscape has become so overwhelming, that sometimes it’s just white noise between the videos kids are watching and the video they wanna watch, so being disruptive is no longer a choice, it’s a must. I’ve had the pleasure of working for brands like Durex, Coca Cola, Alpina, Mercado Libre, Procolombia, Avianca, Crem Helado, Ab Inbev, Mc Donald’s, Play-Doh, Falabella, DirecTV, Diageo, Toyota and PnG amongst many others.
I’ve had the honor of both winning and judging different advertising festivals around the world with over 100 awards on my record, so I know that trends are a big thing in the creative mindset. You need to be louder, smarter, sharper, but above all you need to be more entertaining than the competition in order to deliver meaningful work to the audiences that are watching you at home. I dare to dream and to be louder than the rest and use entertainment as a tool to engage audiences with every brand I work for.
