Luis Gaitán

Luis Gaitán

President, Chief Creative Officer at Grey Mexico
México, Mexico

Positions

President, Chief Creative Officer
Grey México
Mexico
February 2020 - Present (8 months)
Executive Creative Director Latam
Uber
Mexico
2018 - 2020 (2 years)
President
Círculo Creativo de México
Mexico
2016 - 2019 (3 years)
In December 2016, as an added activity to my current position at Google, I had the privilege to be elected President of the Círculo Creativo de México, the Mexican association of creatives founded in 1989.

As part of the role, I represent the creatives voice in the country and work to elevate the value of our work in Mexico.

My responsibility includes the management of relationships with the main industry players (agencies, brands, production companies, main industry professional associations) and the organization of the Circulo’s main annual activities including conferences, talks, Young Lions Mexico and the Círculo de Oro Festival, Mexico’s referent creative awards.
Head of Creative
Mexico, Mexico
May 2016 - December 2018 (2 years 7 months)
In may 2016 I was invited to join Google as its Head of Creative for Mexico, covering also several Latam countries from my position.

Since then I lead the Zoo team, Google’s creative think tank specialized in strategy, content and technology to position brands and creative agencies in the cutting edge of digital thinking.

I help top companies around the region to push the boundaries of Google’s media, technologies and innovation to build measurable brand love by creating state-of-the-art ideas.

My work consists in detonating and experimenting with creativity in the intersection of adverting and Google technologies to create new knowledge and lead the market, and share with the agencies the how-to knowledge generated internally via the experimentation process and develop the digital creation ecosystem.

All this by creating world class ideas that build business for brands by putting the users at their core and open the path for creative digital thinking in the region. And collaborating with top creative agencies and leaders in Mexico and Latam.

Under my leadership in this position I’ve been responsible for +30MM USD in revenue for the company.

My responsibility has entailed a direct involvement with the following brands and companies:
Aeromexico, American Express, AT&T, AB InBev, BBVA Bancomer, Bimbo, Comex, Coppel, Danone, General Motors, Heineken, Liverpool, Mattel, Nestlé, Nissan, Nike, Palacio de Hierro, PepsiCo, Pfizer, P&G, Samsung, Telcel, The Coca-Cola Company, Uber, Unilever, Visa and Volkswagen.
Managing Director / Chief Creative Officer
Mexico D.F. , Mexico
July 2015 - April 2016 (9 months)
In July 2015 I joined Proximity BBDO as the agency’s Managing Director and Chief Creative Officer, being fully responsible for all its business, accounts, financial, strategic and creative performance.

The agency began its operation in Mexico in 2007, and ever since it had been lead by account oriented people. While it works for great and prestigious brands, the delivery lacked a strong creative brilliance.

I was chosen to drive all the operation with a creative push, and change its position in the market from a “traditional” digital agency to a creative and pioneering one with digital DNA at its core. Thus I lead a team of 50 professionals fully oriented to succeed.

At the same time, I also assumed as Chief Integration Officer for BBDO Mexico, planting the seeds of digital thinking in the different departments, from account to strategy, creative and the production process.

The challenge was to inject innovation and redefine the agency’s historical process, with the aim to introduce BBDO Mexico into a new era, building new capabilities that deliver ideas beyond advertising. In other words, to inspire a culture of projects and prototyping, beyond ideas that traditionally used to be thought to match offline formats.

My responsibility entailed a direct involvement with the following accounts:
Bacardi Brands (Bacardi, Bombay, Cazadores Tequila, Dewar’s, Grey Goose, Martini, William Lawson’s), Bayer, Burger King, Duracell, GE Appliances, Lee, Mars (Pedigree, Milky Way, Snickers, Whiskas), Mabe, PepsiCo, P&G (Gillette, Pampers, EverydayMe), Scotiabank, Visa, Wrangler.
Chief Integration Officer
Mexico City, Mexico
July 2015 - April 2016 (9 months)
In July 2015 I joined Proximity BBDO as the agency’s Managing Director and Chief Creative Officer, being fully responsible for all its business, accounts, financial, strategic and creative performance.

The agency began its operation in Mexico in 2007, and ever since it had been lead by account oriented people. While it works for great and prestigious brands, the delivery lacked a strong creative brilliance.

I was chosen to drive all the operation with a creative push, and change its position in the market from a “traditional” digital agency to a creative and pioneering one with digital DNA at its core. Thus I lead a team of 50 professionals fully oriented to succeed.

At the same time, I also assumed as Chief Integration Officer for BBDO Mexico, planting the seeds of digital thinking in the different departments, from account to strategy, creative and the production process.

The challenge was to inject innovation and redefine the agency’s historical process, with the aim to introduce BBDO Mexico into a new era, building new capabilities that deliver ideas beyond advertising. In other words, to inspire a culture of projects and prototyping, beyond ideas that traditionally used to be thought to match offline formats.

My responsibility entailed a direct involvement with the following accounts:
Bacardi Brands (Bacardi, Bombay, Cazadores Tequila, Dewar’s, Grey Goose, Martini, William Lawson’s), Bayer, Burger King, Duracell, GE Appliances, Lee, Mars (Pedigree, Milky Way, Snickers, Whiskas), Mabe, PepsiCo, P&G (Gillette, Pampers, EverydayMe), Scotiabank, Visa, Wrangler.
General Creative Director / Chief Integration Officer
Mexico, Mexico
April 2014 - June 2015 (1 year 2 months)
In April 2014 I joined JWT as the agency’s General Creative Director, being responsible of all the creative teams and agency accounts.

I came with the mission to refurbish the reputation of the agency, to modify the structure and implement digital and integrated thinking across the agency, in order to better solve client problems throughout the creative, account, strategy and production departments.

After a few months, following the acquisition of digital agency Clarus by JWT (which became Mirum in Mexico), I also took on the role of Chief Integration Officer for the group. As such, I established dynamics and work processes that took the best from the cultures of both agencies and joined them together, from strategy and creativity to execution, for the benefit of the entire brand portfolio.
I was directly responsible for a team of 40 creative professionals, plus digital strategists, project managers and the digital production team at J. Walter Thompson, as well as overseeing the Mirum creative team.

As a result of my work, I won the first Gold Lion for Mexico in the Cyber category for Mexico among other 20 creative awards with the ColorMaps project for Comex.

My responsibility entailed a direct involvement with the following accounts:
Avon, Banorte, Bayer (Coppertone, Canesten, Redoxon, Biometrix, Lomotrin, Bepanten), Comex, Cruz Roja Mexicana, AB InBev (Victoria, Pacífico, and Montejo Beers), Grupo Sigma (San Rafael, Tangamanga, Chimex, La Villita), Huawei, Johnson & Johnson (Listerine, Lomotil, Dramamine), Kimberly-Clark (Huggies, Pétalo, Kleenex, KleenBebé), Microsoft Lumia, Nestlé (Crunch, KitKat, Carlos V, Larín), Puma, Royal Caribbean, Telmex, The Coca Cola Company (Ciel water, Jugos Del Valle, Coca Cola Light, Coca Cola Zero), Unicef.
Executive Creative Director
DoubleYou Mexico
Mexico
October 2011 - April 2014 (2 years 6 months)
In 2010, DoubleYou kicked-off the project of opening its first office in the Americas.
At that time the CEO of the company offered to me the challenge and responsibility to open, create and build its reputation and position in the continent.
After thinking and putting together the business plan for this new agency, in October 2011 I came alone to Mexico to start the office from scratch. I was responsible for setting up everything, from the actual office space to the entire administrative and financial operation.
Starting with no clients and no teams, I personally sparked the agency’s first opportunities and projects, taking on the responsibility to generate new business focused solely on advertisers and brands looking to manage national prestige, global marketing and communication budgets.
I was the creative and strategic head of the agency, as well as its operations leader.
Promoting the digital DNA of the agency and looking for integrated projects, without the same means or resources as other agencies, DoubleYou got started working with huge brands and winning accounts from competing agencies like Ogilvy, Y&R, Publicis, Olabuenaga Chemistri, Grey, Draft FCB and DDB.

Results in two years under my leadership:
• I built a team of 20 talented professionals starting from scratch.
• Portfolio: Microsoft, Liverpool (stores), Mabe, Bimbo, Heineken (INDIO beer), The Coca-Cola Company (Fanta) and Nike.
• DoubleYou has been recognized as the 2nd best of Mexico in 2013 and as the best digital agency of 2014 at the IAB Conecta Awards, and joined the top ten most creative agencies in Mexico at the Círculo de Oro Festival; in two years the agency won two Grand Prix and more than 20 awards at festivals such El Sol, El Ojo de Iberoamérica, Effie and IAB, and a Gold at IAB Mixx Awards in New York.
• DoubleYou Mexico now enjoys a strong and respected position in the Mexican advertising industry, recognized for the integrated campaigns conceived and produced by the agency.
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Creative Director
DoubleYou Barcelona
Spain
April 2007 - September 2011 (4 years 5 months)

In 2007 I joined DoubleYou as a creative director, at a time when the agency was already the best digital agency in Spain but seeking to expand to other disciplines building on its strong digital DNA and forging a consistent reputation in integrated campaigns.

My task was to bring my know- how and experience as a senior "offline" creative, learning and soaking up all the digital knowledge of the agency to raise strategic and creative proposals to build the new positioning DoubleYou was looking for.

Leading multi - disciplinary teams, for more than four years I was the creative and strategic head for brands as Nike Football, Nike Basketball and Action Sports for Iberia (Spain + Portugal), Diageo (Ron Cacique + Bailey's), San Miguel Beer, Atrápalo.com and Diesel (global), with projects including integrated, digital, ATL, promo & activation and direct marketing campaigns.

During this stage, the work accomplished with my teams was recognized by more than 60 awards at festivals such as Cannes, One Show, New York Festivals, El Sol, El Ojo de Iberoamérica, FIAP, Effie and IAB, including 5 Grand Prix.
Senior Copywriter
LittleBig | Paris
2004 - 2006 (2 years)
Copywriter
Paris, France
2002 - 2004 (2 years)
Agency where I was part of the team that led the main and historical brand of the company: Renault.
It was my best school. Publicis gave me the first opportunities to participate in global pitches, winning the European pitch of the German brand Gardena. It is the agency where I won my first creative award with a campaign for Action Contre la Faim.

Brands: Renault, Swarovski, Gardena, Jet Tours, Casino, Vietnam Airlines, GMF.
Copywriter
J. Walter Thompson | Paris
2002 (1 year)

Education

Master / DESS, Marketing et Communication

2002 - 2003 (1 year)

MST / Maîtrise de Sciences et Techniques, Marketing Communication Culture (MCC)

2000 - 2002 (2 years)

DUT, Information Communication option Publicité

1998 - 2000 (2 years)

1ere année DEUG, Lettres Modernes

1997 - 1998 (1 year)

Other professional activities

PHNX Tribute, Paris

Awards Jury Member

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