I’m a bilingual and bicultural Creative Director, born and raised in Mexico City and living in New York for the last 25 years. I am currently the Executive Creative Director at Madwell in Brooklyn, leading teams working on e.l.f. beauty, verizon, an other brands.
I was recently a Creative Director at Anomaly, where I was fortunate to work with talented people and leading brands like Johnnie Walker, Don Julio, Buchanan’s, smartwater and Telemundo, among others. I was also responsible for championing the agency's efforts to offer client partners holistic answers to business challenges at the intersection of multicultural strategy and hyper-cultural activation and execution. I didn’t come up with that last part, but whoever wrote it did a good job because I think it defines some of what I did there.
On October of 2017, I was part of the team at Anomaly which won the Best Idea of the Year at the USH Idea Awards for Johnnie Walker’s campaign ‘Keep Walking America’.
Prior to joining Anomaly, I spent time as Partner and Chief Creative Officer at d expósito and partners, and before that, as Chief Creative Officer at totality. Additionally, I worked at The Vidal Partnership for 10 years. During my time at Vidal, I helped led significant growth at the agency working with clients like Nissan, Wendy's, JC Penney, Sprint and Heineken - which were consistently recognized among the industry for best in class work.
Before coming to the U.S., I was a Creative Director in Mexico, at Teran/TBWA, Ogilvy & Mather and Leo Burnett. While at Ogilvy, I was fortunate to be part of the team that won Mexico's first Lion at the Cannes festival, as well as Mexico's first Pencil at The One Show.
In my spare time I enjoy movies, drawing, live music, brain puzzles, finding the best tacos in NYC, and spending time with my wife and daughters.
PROFESSIONAL EXPERIENCE
Madwell
Executive Creative Director
September 2021-present
Fenton
EVP Creative Director
October 2020-August 2021
Freelance Creative Director
March 2020-October 2020
Anomaly New York, NY
Creative Director
January 2016 – March 2020
Responsibilities: championing the agency's efforts to break down silos and offer client partners holistic answers to business challenges at the intersection of multicultural strategy and progressive ideas that lead to hyper-cultural activation and execution.
D Expósito and Partners New York, NY
d expósito and partners is an independent Hispanic Advertising Agency.
Partner, Chief Creative Officer
November 2012 – January 2016
Responsibilities: oversee all creative aspects of the agency, and as one of the partners full involvement in the growth and management.
Developed advertising campaigns including tv, radio, print and digital for McDonald's, AARP, Conagra Foods among others.
Totality New York, NY
totality is Havas group's multicultural agency.
Chief Creative Officer
May 2010 – November 2012
Responsibilities: oversee all creative aspects of the agency, as well as the regional creative direction for Chivas Regal and Hershey's.
Developed advertising campaigns including tv, radio, print and digital for Chivas Regal, Hershey's, St. Jude Children's research hospital and McDonald's among others.
The Vidal Partnership New York, NY
The Vidal Partnership is an independent Hispanic Advertising Agency. During the 10 years at Vidal, contributed to growth from a 40 to a 200+ employee agency, making it the largest independent Hispanic Advertising Agency in the country. TVP was also recognized by AdAge as part of their A-list agency 3 times and 2 times as multicultural agency of the year.
Managing Partner, Executive Creative Director
January 2007 – May 2010
Responsibilities: oversee all creative aspects of the agency by leading a group of more than 30 people. Full involvement in agency's development and growth plans as a managing partner.
Helped acquire new clients: JCPenney and Johnson & Johnson.
Developed integrated advertising campaigns including tv, radio, print, digital and direct response for Heineken, Wendy's, The Home Depot, JCPenney, Johnson & Johnson, Sprint and the NFL, among others.
VP Executive Creative Director
September 2004 – January 2007
Responsibilities: oversee all creative aspects of the agency by leading a group of more than 30 people.
Helped acquire new clients: Nissan, Sprint and The Home Depot.
Developed integrated advertising campaigns including tv, radio, print, digital and direct response for Nissan, Heineken, Wendy's, Sprint, The Home Depot, Old Navy and MasterCard, among others.
Creative Director
September 2000 – September 2004
Responsibilities: oversee all creative aspects of the agency by leading a group of more than 15 people.
Helped acquire new clients: Wendy's, Cingular wireless, DirecTV, Old Navy and Kohl's.
Developed integrated advertising campaigns including tv, radio, print, digital and direct response for Heineken, Wendy's, Cingular wireless, Old Navy, Kohl's, MasterCard and McDonald's, among others.
Terán TBWA Mexico City, Mexico
Terán TBWA is a well respected agency in Mexico because of its consistency in growth and creativity.
During the 2 year tenure, Terán TBWA was recognized as Agency of the year by the "Círculo Creativo de México".
Group Creative Director
August 1998 – September 2000
Responsibilities: co-lead one of 4 creative groups.
Helped acquire new clients Pegaso wireless and AOL.
Developed integrated advertising campaigns including tv, radio and print for Gamesa, Pegaso, Jumex, Bachoco, Iusacell and AOL among others.
Ogilvy & Mather Mexico City, Mexico
Part of the team who won Mexico's first Lion at Cannes, as well as its first gold pencil at The One Show.
Creative Director
August 1995 – August 1998
Responsibilities: lead one of 4 creative groups.
Developed integrated advertising campaigns including tv, radio and print for Cervecería Cuauhtémoc Moctezuma, Mattel, Fisher-Price, Kool-Aid, Kraft Foods, Pond's and Duracell, among others.
Leo Burnett Mexico City, Mexico
Associate Creative Director
November 1994 – August 1995
Developed advertising campaigns including tv, radio and print for Microsoft, Inverlat Bank, Procter & Gamble, Kellogg's and Total Home, among others.
Copywriter
November 1993 – November 1994
Started career in advertising. Worked with clients like Microsoft, Inverlat Bank, Procter & Gamble, Kellogg's and Total Home, among others.
...................................................................................................
AWARDS
Cannes Lions
1 Bronze
4 Finalists
The One Show
1 Gold
1 Finalist
CLIO
1 Silver
1 Bronze
Effies
1 Silver
1 Bronze
Shortys
2 Gold
2 Silver
FIAP
4 Silver
2 Bronze
El Ojo de Iberoamérica
2 times Best radio
2 times Best Agency of the US
2 Silver
USH Idea Awards
Best Idea of the Year 2017
3 Gold
2 Silver
2 Bronze
AdAge Hispanic Creative Awards
2 times Best in Show
6 Gold
11 Silver
10 Bronze
Festival El Sol
1 Silver
2 Bronze
Círculo de Oro México
2 Grand Prix
More than 20 awards
Radio Mercury Awards
2 times Best Radio
2004 Best Creative Director of the Hispanic Market
....................................................................................................
INDUSTRY INVOLVEMENT AND CONTRIBUTIONS
AdCouncil Creative Review Committee
since 2008
Partnership for a Drug Free America Creative Board
since 2009
President of the Creative Circle
2009
Judge at the FIAP
2005
Judge at the Cúspide Awards
2005
6 time Judge at the Ojo de Iberoamérica
3 time Judge at The AdAge Hispanic Creative Awards
Judge at Festival El Sol
2009, 2018
Judge at the USH Idea Awards
2012, 2014, 2015
.....................................................................................................
EDUCATION
Hyper Island Master Class Digital Acceleration
February, 2015
Universidad Autónoma Metropolitana Mexico City, Mexico
Bachelor Degree, Graphic Design
1990 – 1994
Received the Academic Excellence Award