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IDEAS AND CREATIVE STRATEGIES FOR
PRODUCTS, BRANDS AND BUSINESS
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QUITO / GUAYAQUIL / MADRID / BARCELONA
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CONTACT:
Spain +34 686 418 273
Ecuador +593 96 872 4189
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Spaniard, born in Madrid, I studied Advertising and Public Relations at Complutense University of Madrid. At 22 I started working as a copywriter in advertising agencies. After 18 years of professional career in Spain as creative director and strategic planner of several agencies, in 2013 I decided to accept McCann Erikson´s offer to become General Creative Director in Guayaquil. Since then I have established myself in Ecuador and currently provide consulting services independently living between Quito and Guayaquil.

I have been engaged in advertising creativity for 21 years. My work has been recognized and rewarded and I have gone through all of marketing and advertising disciplines, ATL, BTL, direct marketing, events, branded content, but above all digital.

I started working in digital environments in 1997 and I was part of the first generation of digital creatives in Spain. I have toured all types of agencies, big, small, multinational, local, family, creative agencies, media agencies, consultants, startups. I even founded my own agency of Ideas in Spain, called Alice & Peter. I have been a member of the board of directors of the CdeC (Creative Club of Spain).

I feel I´m part of a new movement of, who are questioning and trying to reformulate the traditional advertising model, and proposing the need to involve brands in the development of society. I do not believe in the "line", I consider that the boundaries between above the line, bellow the line, online and off line, have already been blurred and mixed and they no longer make sense, they are obsolete.

The world has changed and I think it is necessary to review the old advertising model of the twentieth century based on interruption and repetition, because it is no longer effective. There´s a need to reinvent advertising.