About me

Hi, I'm Diego Gueler Montero. I'm a copywriter, creative director, and founder of Zurda — an independent agency born in April 2024 with a simple but powerful idea: to build a place where creativity doesn't need permission to exist. I launched it with Denise Orman, my partner, with whom I share the belief that it's possible to create top-level work without losing agility, critical thinking, or the joy of the process.

Before Zurda, I founded and led draftLine, AB InBev's in-house agency in Argentina. We started from scratch, and over time achieved something unprecedented in the region: for the first time ever, an in-house agency working exclusively for a single client reached the top 5 in every major national and regional creativity and effectiveness ranking — competing head-to-head with traditional agencies with decades of history. It became a landmark case for the industry in Argentina and Latin America.

During those six years, draftLine was named one of the top five most creative agencies in Ibero-America for two consecutive years at El Ojo, awarded Best In-House Agency in the world by The One Show, and ranked second best Latin agency in the Effie Index. We won more than 600 awards, including Cannes Lions, Clio, LIA, One Show, and almost every regional festival. But beyond the recognition, what stuck with me the most was seeing our team grow — watching talented people find their voice and go after truly bold ideas.

After that journey, I felt it was time to start over. That's how Zurda was born. A name that's also a statement: a different way of thinking, seeing, and moving through the world. It's a tribute to those who made a mark despite being left-handed in a world built for right-handers — people like Maradona, Messi, Jimi Hendrix, Marie Curie. That spirit of originality, rebellion, and adaptation is what drives the way we work.

In just under a year, Zurda became one of Argentina's most awarded agencies, and the second-best independent agency in Ibero-America according to El Ojo. We've already picked up 8 Clios, and earned recognition at Cannes and The One Show. All of this with a team that grew to 42 people in just over a year.

Today I'm lucky to work with brands like Netflix, Pepsico, NotCo, Unilever, Tulipán, BBVA, OSDE, Cepas Argentinas, YPF, and Lala, among others — all from Argentina, with a global mindset but deeply rooted in local culture.

Throughout my career, I've also been part of agencies like Del Campo, Grey, R/GA, and BBDO. I was named Argentina's Best Creative at El Ojo on four occasions, and ranked among the top five creatives in the region in 2023. In total, my work has been recognized with over 900 awards — including 18 Cannes Lions. But none of that happens alone. I've always believed that the most meaningful achievements are shared ones — built on trust, collaboration, and the growth of others.

If there's one thing I've learned from leading creative teams, it's that leadership isn't about having all the answers. It's about listening, creating space, offering a clear direction, and trusting the people around you. When that trust is mutual, ideas can go much further than you ever imagined.

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