He began his career as a Creative Executive under Hernán Ponce, who at the time was General Creative Director at Young & Rubicam. Shortly afterwards, he joined Verdino Bates (1995-1998), where he worked for Kimberly Clark and Energizer. It was there that he developed the best recalled diaper commercial in Argentine advertising history, China ataca Kamtchatka, for the Mimito brand (Kimberly Clark), as well as winning Energizer’s first Clio Award in Argentina with his commercial Prófugo.
Between 1998 and 2002 he worked at VegaOlmosPonce, where he became Creative Director and produced advertising campaigns throughout Latin America together with Hernán Ponce and Fernando Vega Olmos, for brands such as La Nación, Skip, Axe and Rexona. He won the agency’s first Cannes Golden Lion with the Metamorfosis commercial for Axe.
After becoming General Creative Director, he briefly joined DDB (2003-2004), where he won a Grand Prix with Energizer from the Argentine Creative Circle.
In 2004, he was invited by Gustavo Martínez to head the Creative Department at Ogilvy & Mather. He developedToma lo bueno de Coca Cola, which started out as a campaign for the Mexico market, but due to its success became regional and, a few months later, a global campaign. With the same agency, he made Sprite’s iconic Las cosas como son campaign, which established a concept still used by the brand today.
In 2007, he took on an individual project, and following a spell with SCPF, WPP’s Spanish agency, he was invited by Stefano Zunino to become JWT’s General Creative Director for projects in Latin America and Brazil. In 2015, he joined J. Walter Thompson Mexico as Creative VP.
The awards he has won include Cannes Lions, Clios, San Sebastián Grand Prix, D&AD, One Show, London Festivals and several TV Grand Prix from the Argentine Creative Circle.