First archetype consulting Brand
from Latin – America
Founding partner of Innocence, first arquetypal Brand consultancy in Latinamérica. Currently general manager of Publicis and Saatchi&Saatchi. Between 2010 to 2014 he served as general manager of Del Campo Saatchi & Saatchi. During his tenure was chosen as the second most creative agency in the world (Gunn report 2012), and International Agency of the year (Ad Age New York 2011). Previously he was president of the Japanese agency Dentsu, the largest agency in the world. From 2001 to 2005 founded his own agency Propaganda that was taken over by Japanese giant. For 7 years he was general account director of brazilian DPZ, the number 1 agency in Brasil. Began operations in Ratto / BBDO. He handled clients in practically all the categories: Coca Cola South Latin, Mondelez, Arcor, P&G Latam, Inbev, Toyota, Canon, Grupo Clarín, Petrobras, Sony Playstation Latam, Energizer and Itau bank between others.
"OUR REASON FOR BEING"
All brands in Latin America can become as admired as the big brands in the United States and Europe.
The life of humans requires constant negotiation between two deep human needs. At one point we seek membership and security of a group, and in another it motivates our individualism and independence. And also at times we seek job security and other orient us to take risks and build our own way. For these axes archetypal territories that relate to the personality and tone of brand communication move.