Manolo began his career in the advertising industry upon graduating from the University of Fine Arts of Uruguay in 1994. He joined JWT Uruguay in 1997 after two short stints with MRM and Publicidad Oriental de Uruguay, and has made a name for himself as Creative Director working for JWT Argentina (2000-2002) and VP Creative Director in JWT Mexico as 2002 to 2012. He has played a major role in JWT Mexico by helping set the creative guidelines that have helped position the agency in a prominent position on both a local and international level. Some of his major achievements include serving as president of the Creative Circle in Mexico and being part of the team that has helped JWT Mexico win 15 Cannes Lions and awards at The One Show, The Clio Awards, El Sol, Círculo de Oro and FIAP, with top Crema rankings since 2007, plus his own awards at D&D, the London Festival (LIAA), The New York Festival, FIAP and EFFIE, among others. Manolo was appointed as a member of the Cannes Lions 2012 Outdoor Lions jury. He also chaired the Wave jury in Brazil in 2010 and has served as a juror for El Ojo de Iberoamérica, Clio, El Sol and the Creative Circle challenges. After 12 years working in JWT, being small again was what brought him to Marcel DF at the end of 2012, a place like no other in the Mexican market. Currently works for Nescafé, Purina, Axa, Cerveza Sol, Nestea and Dolce Gusto.