SANTI LUCERO   

I grow people, business and creative ideas in equal measure. A director, manager and CCO with more than 22 years of experience in leading and inspiring teams, running operations, building strategies and creative campaigns for regional (Latam & EMEA) and Global brands.

 

Nowadays, I´m leading a team of creatives, strategists, planners, producers, designers, and marketing science and producto sopecialists responsible for building online strategies and creative campaigns for brands such as Amazon, HBO,Direct TV Uber Mexico, Coca Cola Argentina, AmBev (Chile, Argentina and Colombia), Pepsico, Mc Donalds, Heineken, Nike Brazil, MasterCard, Rappi Colombia, Aeromexico, Falabella, among others

 

Having worked in traditional creative agencies, and social media companies, gave me a complete understanding of today’s marketing and advertising landscape and ecosystems, and put me in an ideal position to tackle a new challenge, where I can add value by bringing my knowledge and experience while keep on learning and growing personally and professionally speaking.

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Advertising licentiate at the F.A.E.C.

He began his career at Saul Altheim first as an account assistant, and later as an Account executive for Unilever.
Afterwards he worked at the kids TV channel, BIG CHANNEL, as manager of the promotions department.
In 1996 he decided to leave in pursuit of a more creative career.

In the same year he was hired by Agulla & Baccetti as a copywriter, where he worked for a year and a half for clients including Itau Bank, Channel 9, Telecom, Renault, etc…

In 1997 he was hired by Young & Rubicam, where he worked as a senior copywriter for more than a year. Over this period of time he worked on clients such as: Suchard (Milka), Apertura Magazine, Disco Supermarkets and Chanel 13.

In 1998 he returned to Agulla & Baccetti where he became very successful
in his job as a senior creative copywriter/CD.
Their most important works were:
"Gueropa" y "Nonono" for Renault Clio/MTV; "Baby" for Telecom; "Meteorito" for Arnet, “Trilogy” (Lázaro, María Magdalena y Pilatos) also for Renault Clio, ¨Espy ¨ for Sanyo, y ¨Cucaracha¨ para MTV
These campaigns made him very well known not only in the local market, but in the regional one. Santi picked up several national and international awards.

In September of 2001 he was approached by JWT Buenos Aires to join as a Creative Director.
In this period he pitched and won several clients such as Aerolineas Argentinas, Iguana Beer, North Beer, Palermo Beer, Mercado Magazine and AOL.
In his first year at JWT Buenos Aries the agency moved up from number 14 position on most awarded agencies ranking, to number 4. Globally the agency went from number 20, to number 11.
So in 2004 he was promoted to Overall Creative Director, and he became founder and Executive creative director of THE HOTEL, a regional creative HUB based in Buenos Aries.
During that period he worked on every JWT Regional brand. After 2 years in this position, JWT Latam become for the very first time in it´s history, the most creative network in the region.

In July 2006, he joined Madre Buenos Aires (Mother) when it started up as ECD.
There he was responsible for clients such as Banco Hipotecario, Nike Latam, Coca-Cola for the Hispanic Market in the USA, DELL computers for USA general market, Natura Cosmetic Brazil, Camper Worldwide, etc…

In February 2008, he moved to Madrid to work as the ECD of Publicis Madrid, where his responsibility was to lead clients creatively, namely Renault worldwide, Movistar Spain, Fagor, San Miguel Beer, Beefeater, Ballantine´s, Carrefour, etc….
He won several awards and pitched and won new clients such as (Carrefour, Movistar Spain, and San Miguel Beer).

In March 2011 he joined Fallon London as Creative Partner and ECD
He works on brands such as Cadbury Global, Nokia Global, Orange UK, Eurostar, Skoda UK and Europe Markets, AXA; Abu Dhabi Bank, etc…
He is also a named member of the Worldwide Creative Board at Saatchi & Saatchi, and was promoted to Global Creative Director for Cadbury.
In his time at Fallon he has pitched and won clients such as MIKADO for the European Market, Giff Gaff UK and Scottish Power. He has made a huge impact on the agency, rejuvenating the creative department and helping to rebuild the agency.