Eye of Iberoamerica 2023
During more than 20 years as a creative, Emiliano González de Pietri has led the global account for Banco Santander from Ogilvy Madrid and collaborated with Circus Gray Perú and Gray Columbia to become the most awarded agencies both in their markets and in the global Gray network. . It is a cultural transformation that has seen them win important regional accounts, such as Uber and Conipol, and established Gray Latam as Network of the Year in Cannes for two consecutive years.
In 2017, he was appointed Global Executive Creative Director based in New York. He led Pringles and GSK (the second largest network client after P&G) globally, dedicated WPP’s multi-network teams into new business offerings in the Asia Pacific, Europe and North America regions, and ultimately took on additional responsibility for CCO from Gray Canada. This dual role has allowed him to tap talent from both sides of the border, transforming Montreal and Toronto into creative hubs perfectly connected to the New York mothership. It’s a collaboration that has given rise to campaigns like Gillette’s “First Shave,” winner of the first Crystal Lion award given to a men’s brand.
Those years have shaped the way he leads creative teams today. Work with cohesive groups of diverse, like-minded people who share a core belief: that creativity is an engine for growth. Putting innovation, design and social strategy at the heart of everything they do, relying on borderless collaboration to create human-centered stories that permeate culture on a global scale.
In his role as Chief Creative Officer of McCann Spain and Chief Creative Integration Officer of McCann Worldgroup Spain, he works with all McCann brands and agencies to achieve the ultimate goal of helping transform the number one store in Spain into a fully integrated global player. Just over a year after his arrival at McCann Worldgroup Spain, Emiliano González De Pietri has been recognized as the best creative in Spain in the latest edition of El Ojo de Iberoamérica 2022 and ranked among the top 10 creatives in the region in the ranking and with these honors it is clear that his goal of Reorganize, decentralize, and give authority to the creative team within a solid structure.
As creative lead, he promoted the agency’s renewal resulting in the multi-award winning #TrappedInLos90 campaign for IKEA Spain which achieved 7 golds in categories such as El Ojo Content, El Ojo Digital & Social and El Ojo Eficacia. He was a member of the live jury at Cannes 2023, and this year he will head up the El Ojo brand experience and activation.