A round table on the sector and independent creative agencies. Participants: Carmelo Rodríguez, Eva Santos, Gonzalo Fígari, Lucas Paulino, Miriam Martínez, and Victoria Piantini. A small favour: Let’s take care of each other!
The 12th APCP Commercial Film Workshop is coming up and the team of professionals that will make up the programme is a deluxe one, through activities such as round tables, presentations, case studies, among others, you will be able to get to know each experience in first person.
We present Carmelo Rodríguez, Executive Creative Director and Co-Founder of CYW; Eva Santos, Creative Director and Founder of the creative consultancy Delirio & Twain; Gonzalo Fígari, Creative Director and Founder of Fígari Candy Store; Lucas Paulino, Founding Partner and Chief Creative Officer of El Ruso de Rocky; Miriam Martínez, Executive Creative Director of Watson; and Victoria Piantini, Managing Director Primo Content. They will be part of the round table on independent creative agencies, an activity scheduled for the second day of the conference at the Teatro Talia in Valencia.
CARMELO RODRÍGUEZ
Executive Creative Director and co-founder CYW
With extensive experience as a creative in several countries; experimentation, storytelling and creativity have been key in his career and one of the pillars in the creation of CYW. An independent agency based in Madrid that he founded with Willy Lomana after more than 20 years of experience in the North American and European markets. Previously, he was Executive Creative Director of Serviceplan Spain after leading the Bravo/Y&R offices in New York and working for The Vidal Partnership, SCPF Miami and Contrapunto BBDO. He has developed ideas for clients such as Amazon, HBO, Prime Video, Netflix, Movistar+, Heineken, American Express, Campbell’s, Johnnie Walker, the NFL, Canal+, DHL, Mercedes Benz, Chrysler and Amnesty International among many other brands. His creative work has gone beyond the private sphere with the publication of different personal projects such as Gatas, the first comic made with Artificial Intelligence in Spain. He has also been a juror in several national and international creativity festivals, lecturer and teacher of creativity. His work has been awarded in the main advertising festivals around the world, such as Cannes Lions, Clio, London International Awards, D&AD, FIAP, Art Directors Club, El Ojo de Iberoamérica, El Sol or the Club de Creativos, among others.
EVA SANTOS
Creative Director and Founder Delirio & Twain
A creative director with 20 years of experience, she currently runs her own creative consultancy Delirio & Twain. She has been Global Chief Creative Officer of Proximity Worldwide, a position from which she managed the creativity of the 22 offices of the network, a position she assumed in 2017, becoming the second Spanish professional to reach this global position. She was selected as the publicist of the year by the Royal Academy of Advertising and was Advertising and included three times in the Forbes list of the 100 most creative people in the business world. Included in Adweek’s Creative 100, on this list, and considered one of the 10 global leaders reinventing the advertising industry, Women to Watch Europe, part of Marketing News’ Magnificent Advertising Creatives list, and a member of the Marketing News Magnificent Advertising Creatives list. Communication News, Marketing and Advertising Professional of the Year under 41 by the Effectiveness Awards Jury Club and as ‘Woman to Watch’ in the advertising category by Anuncios magazine. She has been on the jury of the most important creative festivals and has accumulated more than 350 awards in her career. She is one of the founders of #MujeresCreativas, the collaborative and independent platform born with the aim of promoting visibility and equal opportunities for female advertising creatives; she is a regular speaker and was president of Inspirational from 2017 to 2020.
MIRIAM MARTÍNEZ
Executive Creative Director Watson
Graduated in advertising and PR and simmered as a copywriter, creative director and executive creative director in a dozen agencies of different sizes and profiles. She has worked for FCB London, Tiempo BBDO, Publicis Casadevall & Pedreño, Lowe Lintas & Partners, NCA y Asociados, Tactics Europe and currently (for the last 6 years) WATSON, where she is executive creative director and is part of the company’s management committee. In his career he has worked for Pepsi, Renault, Altadis, Unilever, Aprilia, Mutua Madrileña, Grupo Vips, Aceites de Oliva de España, Endesa, El Corte Inglés, Loterías y Apuestas del Estado, Santander, Santalucía, Motorola, Orange, ONCE, Acciona, Fiesta, Las Tres Brujas, Mahou, Mapfre, etc. Radio & Audio Juror Cannes Lions 2019. He has also been an online juror for El Sol on several occasions and was part of the grand jury in 2023, and grand jury La Lluna Festival in 2018. He obtained different distinctions: two Bronze Cannes Lions. Several awards at advertising festivals: El Sol, Cdc, Lurzer’s Archive, Print Awards, El Chupete, Best Awards Alimentaria, Best & Beauty Awards, Laus, Wina Awards. She has also been a member of the association Más Mujeres Creativas for two years.
GONZALO FÍGARI
Creative Director and Founder Fígari Candy Store
Born in Peru, he began his career as a radio broadcaster and explored roles as an actor, clown and television creative before entering advertising. He worked at Y&R Lima and Chile, moving on to McCANN Chile and Ogilvy Chile. He later became regional creative director at Wunderman, leading international projects and training creatives in Mexico and the United States. After crossing the pond and landing at Grupo Contrapunto in Madrid, he founded REMO D6, running the agency for 16 years and expanding it to several cities. He returned to a multinational company such as Grupo Dentsu España to finally create his current creative agency, The Candy Store. Throughout his career, Figari has established himself as a reference in the global advertising industry. He has been a jury member at the Cannes Film Festival twice, at El Sol five times, and at El Ojo de Iberoamérica five times. His talks continue to inspire audiences worldwide, and he currently combines his work with the presidency of the Club de Creativos (c de c), reflecting his ongoing passion for creativity and its impact on the industry.
LUCAS PAULINO
Executive Managing Director and founding partner El Ruso de Rocky
He has been in advertising for more than 15 years. His career has spanned agencies such as Tiempo BBDO, Publicis Lado C, Sra Rushmore and Del Campo Saatchi & Saatchi. In 2014, together with Ángel Torres, his creative partner for all these years, and two other partners, he founded El Ruso de Rocky. He has worked for clients such as Renault, Mahou, Toyota, Coca-Cola, El Corte Inglés, Mixta, Bankia, Pepsi, Endesa, Chocolates Valor, Samsung, Renfe, Atlético de Madrid, La Sexta, El Pozo and Visa, and has created such well-known campaigns as ‘El Palo’ for Limón&Nada and ‘Radio Colifata’ for Aquarius, among many others. His work has won a multitude of awards at festivals such as Cannes Lions, c de c, El Sol, Inspirational, El Ojo de Iberoamérica, Eficacia, etc. In recent years, he has alternated his work in advertising with the world of cinema. Author of several horror shorts (‘El cuento’, winner of several awards, and ‘La Inquilina’, starring Belén Rueda), he has just shot his third one with Gabe Ibáñez.
MODERATOR:
VICTORIA PIANTINI
Managing Director Primo Content
