Hello, I'm Gerardo, a Mexican Creative Director with 20 years of experience in the creative advertising business. I believe in creating a difference through ideas... in a brief, in an audience, in behaviors, in media, within inner work culture... Everything that is currently done, can always be enhanced with an idea.
I began my career at Foote Cone and Belding, Mexico in 2004. During my time there, I worked as both Art Director and Copywriter for clients such as Baygon, local retail store Liverpool, and local beer Pacifico.
In 2006, while working as a Copywriter for independent Mexican ad agency Tanque Group, I helped several local brands increase their status against global brands. The next year I joined JWT Mexico as Sr. Copywriter, and later on named ACD, and Creative Director. There, I developed campaigns for global brands like HSBC, Kimberly Clark, Bayer, Coca Cola's Powerade, Conagra Foods, Cadbury, Dramamine, Mexico Tourism, and Ford. In 2007, I was invited to work with the BBDO team in Mexico as Creative Director for the Gillette regional account, Jose Cuervo Tradicional, and also to lead projects for Pepsico, Lays, and HP. Finally in 2013, I joined as Executive Creative Director for GTB Mexico, a WPP division, to create and lead the multidisciplinary creative team that works for all the Ford and Lincoln brands in Mexico, Puerto Rico, Central America and the Caribbean; ensuring integrated campaigns that work for both global and local markets. In 2022, GTB joined VML, where I still work as ECD. Worth mentioning I was honored to receive the WPP High Potential award.