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About me

With over 20 years of experience, Federico Russi has worked for global, regional and local brand campaigns. His work has provided creativity for brands such as Heineken, Tecate, Bitso, MONDELEZ, VISA, GM, P&G, AB INBEV, Samsung, Volvo, Kelloggs, Unilever, HSBC, PEPSICO, NESTLE, Walmart, among others

An innovation focused creative, Federico's work has been recognized at festivals such as , One Show, Cannes Lions, D&AD, Clio, FIAP, El Sol, Ojo de Iberoamérica, EFFIE, EFFIE LATAM, LIA, Wave Rio and local festivals in Brazil, Mexico, Ecuador, Guatemala and Uruguay, surpassing 200 total awards. It should be noted that in 2019 he was nominated as Influencer of the Year at Creativepool, in 2020 he received the recognition for the best creative in México at the Ojo de Iberoamérica, in 2021, 2022 & 2024 was nominated as Creative Lead of the Year by Creativepool.

Throughout his career he has been a jury in local and international festivals in the USA, Korea, Spain, Germany, Mexico, Ecuador and Argentina.

Federico started in 2005 at TBWA / Uruguay as a copywriter and four years later he was invited to become General Creative Director at Key Advertising Uruguay.

In 2011, he joined Maruri / Grey Ecuador as Creative Director, and was part of a historic year for the Agency. In addition to obtaining the first Cannes Lion in the history of Ecuador, this path brought Maruri / Grey in the Top 10 Latino Agencies of the Decade at Cannes Lions.

Later, he was invited by BBDO Guatemala to become Regional Creative Director for Central America and the Caribbean.

At the end of 2013, he returned to Grey as a creative director for the Brazil team, where his work contributed to Grey/Brazil to be ranked in the Top 10 Latino Agencies of the decade at Cannes Lions.

Tree years later, he joined Leo Burnett México as Executive Creative Director, and in 2017 he was upgraded to be Chief Creative Officer. In this time Leo Burnett won Cannes Lions and Effies Awards every year, also Leo Burnett was named Agency of the year at Circulo Creativo de México, Agency of the year at IAB MIXX, and Best Mexican Agency at El Ojo de Iberoamérica.

In 2021, he joined Bitso and helped to make crypto useful, in the same time to joined DEUNA like Advisor and he worked to democratize ecommerce for all companies and brands.

In 2023, returned to Publicis Groupe as Chief Creative Officer for Mexico, CCO and founder of Le Pub in Mx and CCO Publicis W Mx.

One year later, Federico becomes CEO of Leo Burnett Mexico and remains CCO of the Publicis Group in MX.

In 2025 joins to GUT, the best creative network around the world, as Chief Creative Officer for Mexico.

Federico, in parallel, has also developed a teaching vocation at ORT University Uruguay,and he was Academic Director of Brother Sao Paulo, the globally multi-awarded creative school network.

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Federico's work

The Game Inside the Game - Bitso

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The Game Inside the Game - Bitso

CORONA - Fit Packs - Leo Burnett MX

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CORONA - Fit Packs - Leo Burnett MX

Radio Fórmula - Dialnostic - Leo Burnett MX

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Radio Fórmula - Dialnostic - Leo Burnett MX

CADILLAC - Inspired by Cadillac - LEO BURNETT MEXICO

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CADILLAC - Inspired by Cadillac - LEO BURNETT MEXICO

FOCA BEER - FOOTBALL RELIGION - GREY BRAZIL

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FOCA BEER - FOOTBALL RELIGION - GREY BRAZIL

NATURE'S GARDEN - MULTICEBRINA - MARURI GREY

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NATURE'S GARDEN - MULTICEBRINA - MARURI GREY

CORONA - Losing Blue - LEO BURNETT

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CORONA - Losing Blue - LEO BURNETT

RECLAME AQUI - The Art of Waiting - GREY BRAZIL

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RECLAME AQUI - The Art of Waiting - GREY BRAZIL

ARUBA GOVERNMENT - Aruba Image Bank - GREY BRAZIL

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ARUBA GOVERNMENT - Aruba Image Bank - GREY BRAZIL

ECUADOR GOVERNMENT - CIMA - MARURI GREY

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ECUADOR GOVERNMENT - CIMA - MARURI GREY

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