About me
Cheche begins his career in 1993 as junior copywriter at Souto/TCC, a small local agency, and with his first TV spot he wins a Gold at the CCA (Argentine Creative Circle).
In only six months, he passes to Ratto/BBDO, an emblematic agency in Argentina advertising. 9 months after that he is chosen as the first copywriter of the multi-award winning team led by Jorge Heymann at Ogilvy & Mather, and obtains his first Clio and Cannes Lion. In his almost three years at O&M he adds to his awards gold medals of the New York Festival, Gold at FIAP and other important local awards. In 1995 he is responsible for a historic print ad for Mercedes Benz, in homage to the death of Juan Manuel Fangio. This ad achieves important repercussions on a local and international level, including citation in the Karl Ludvigsen (the most highly recognized automotive biographer) biography of Fangio.
Three years after he begins his career, he joins Pragma FCB as a senior copywriter, and is later named Creative Director for SC Johnson, obtaining in the year 2000 the network award for best TV spot for his client.
After several years in multinational networks, he returns to his first agency Souto as Executive Creative Director. Only a year after, he is sought out by Publicis Argentina to occupy the same position. In 2003 he leads the integration process with D'Arcy and becomes ECD of the current Publicis, improving billings and evaluations for all clients. In this process he is able to transform the agency profile, obtaining numerous awards including 30 "Diente" (Argentine Creative Circle contest) in three years, and a Cannes Lion and Clio awards, that had not been obtained by the agency since 1999.
In November 2007 he is tempted by the growth and profile of DDB Argentina and makes the move as Creative Director. In 2011 he is responsible for the "Responsible Driving" campaign for VW, and wins 2 Cannes Lions, one of them Gold, the first for DDB Argentina. This campaign additionally won two Golds in the London Festival, One Show, and Gold in all the festivals it was submitted to.
In the 7 years that he worked at DDB he attained different achievements that range from increasing the business and become the most valued Argentine agency by his own clients, up to winning 8 Lions in Cannes. With Speedy´s "Grandma" campaign he won a "Lapiz de Platino" and a "Martin Fierro" (both are the most popular local awards in the industry) and, the following year, another "Martin Fierro" for BBVA bank.
He finishes his time at DDB, being promoted to CCO and then he arrives at Young & Rubicam (now VMLY&R) with the same position in 2014, where he has already obtained 25 Effie awards for their different clients, Grand Effie and Agency of the year in 2018, and was nominated to be "Creative of the Year" on two occasions.
He has won over 300 awards in national and international festivals and has obtained awards in all the positions and agencies he has been a part of.
Additionally, he has developed a teaching career of over 20 years in the main Advertising schools of Argentina being, nowadays, Creative Head of Miami Ad School Buenos Aires.