Building brands and places people remember.

If there's one thing to know about me, it's this: creativity comes first. Always has. Everything else, the strategy, the frameworks, the plans, exists to serve an idea, not the other way around.

When people ask what I do, I keep it simple: advertising. (Still a real job. I checked.)

It all started by listening. At Inter Press Service I learned something that never left me: before you have an opinion, you need to understand what's actually going on. (I'm still surprised how many people skip that step.)

Then came Coca-Cola, Colgate, Unilever, GlobeCast; the school where market research, strategy and communication had to work together, or not at all.

Somewhere along the way I went a bit nomadic; years as an international consultant, in and out of markets across the US, UK, Spain, Mexico, Brazil, Uruguay, Chile.

Born in Montevideo. Raised with a pencil in hand. Based today between New York, Barcelona/Ibiza and London, still drawing on napkins mid-meeting.

Zalo is where it starts.