Sergio Garcia

Sergio Garcia

Strategy Director at PS21
Madrid, Spain

About me

Creatively led marketing and innovation strategist, Sergio has developed his career both at client side at Banco Santander, and at agency side, joining the strategy team at Leo Burnett Iberia before becoming part of dommo, named one of europe's leading independent agencies in 2013. He also co founded Randm, a creative production company. After completing his studies at the Berlin School of Creative Leadership, Sergio become part of the leadership team that transformed dommo into PS21, where he now leads a multidisciplinary strategy team. His work for brands like Google, Tanqueray, KFC, JustEat, Schweppes or Adecco amongst many others has been recognized in several creative and effectiveness awards such as Cannes Lions, New York Festivals, Epica, El Ojo, Warc Awards, El Sol or Spanish Effie awards. He's also a frequent innovation and strategy speaker and professor in several advertising schools and universities.

  • Spanish - Native
  • English - Pro
Sector Experience


Strategy Director
Madrid, Spain
2018 - Present (3 years 3 months)
Reporting directly to the CEO, i'm responsible over the strategic development of the company, leading strategy for group clients, new business and key projects across our own business model.
Senior Strategist
Madrid, Spain
2013 - 2018 (5 years)
Creative brand and innovation strategy for brands like Justeat, J&B and Tanqueray (Diageo), Just Eat, Alfa Romeo (FCA Group), Blablacar, Marca, WÄY (B the travel brand), El Mundo, La Casera, Sunny Delight, Evo Banco, Lolamarket and New Business. My role involves inspiring creative thinking, developing brand strategy, managing research projects, injecting technology inspiration and disruptive thinking. Also part of NOW, a strategy and innovation unit within the agency developing consumer and business innovation reports and presentations, workshops and out of the box projects.
Strategic Planner assistant
Madrid, Spain
2013 (1 year)
As part of the strategic planning team, I gave support to the senior planners, working for brands as Grupo Vips, Tanqueray Gin, Phillip Morris, Orange, Banco Atlántico, and Tropical (SABMiller Group) as well as some new business projects. I gave support in research projects, brand purpose definition, presentation developing, strategy and innovation workshops, shopper marketing tools and creative briefings.


Creative Leadership Programme

2018 (1 year)

Bachelors degree in Advertising and PR

2008 - 2013 (5 years)

Other professional activities

Miami Ad School Madrid

Professor Bootcamp for creative strategic planning
2020 - Present (1 year 3 months)

The Atomic Garden, Advertising School

2017 - Present (4 years 3 months)
I give strategy classes in both Strategic planning and innovation and Account executive courses, as well as workshops for international students.

PHNX Tribute, Paris

Awards Jury Member

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