Copywriter, creative director and co-founder of the independent agency Usted. Above all, a strong advocate of the concept.
Before founding Usted, he worked in different multinationals such as Springer & Jacoby, El Laboratorio, Bassat Ogilvy, JWT, Atlético or Contrapunto BBDO and was also a professor of writing and creativity at the Universitat Oberta de Catalunya. He has collaborated with Mucho, Lo Siento, Hey Studio and other design studios in conceptualization, naming and text writing. He has obtained recognition in festivals such as Cannes, Laus, FIAP, CdeC or El Sol.
“I care about honesty, coherence, the differential value of the proposals and their capacity to survive in time. I take my work as an exercise in responsibility and fun. Responsibility with the public, with the brands we create and the people who work for them and with the profession itself. And fun because it is a process that starts with dialogue and the choral construction of concepts. I enjoy the energy that is generated”.