About me

In 2023, Beto joined Publicis as the Chief Creative Officer, contributing to the development of the Lima, Peru office. Since then, he has led a cultural transformation that resulted in award-winning projects for brands such as Corona AB Inbev, McDonald's, Ronald McDonald House Charities, Ritz, among many others.

Before his tenure at Publicis, Beto spent nine years as the Group Creative Director at VML, playing a key role in the agency's success at prestigious festivals, including Cannes Lions, New York Festival, Clio Awards, The AdForum PHNX, El Ojo, FIAP, and Mad Stars. Notably, he and his team secured two Grand Prix awards in the latest edition of the El Sol festival. Beto's contributions at VML also earned him the title of 'Next Creative Leader.' His impactful work extended to local and regional campaigns for Pepsi, Movistar, Toyota, Cristal Beer, securing a top 2 ranking in Lüzer's Archive.

He initiated his career 20 years ago at JWT, initially hired as an Art Director before graduating in Arts, Brands, and Communication. His journey involved working with renowned brands such as LG, Nestlé, Belcorp, Adidas, and Entel, earning not only experience but also numerous awards. Subsequently, he continued his career at DDB, TBWA, and FCB, where he was part of Humberto Polar's creative team. Beto has also served as a judge at various festivals, including Shots the Americas, New York Festival, Saniss Health and Wellness Awards Toronto, FIAP, and the local Circle of Creatives festival, showcasing his commitment to the industry's growth and excellence.

Awards

Cannes Lions - Bronze, Clios - Shortlist, Effie\'s - Bronze, Effie\'s - Gold, Effie\'s - Silver, El Ojo Gold, El Sol, FIAP