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We’re thrilled to announce the addition of Santi Lucero as our new Global Creative Director. In a world where creativity is the cornerstone of marketing, we’re delighted to welcome someone with Santi’s experience and passion to our leadership team.

Santiago has had an extensive career in creativity, including roles such as Regional Creative Director for JWT in Latin America, Creative Director at Mother Buenos Aires, ECD at Publicis Spain, CCO at Fallon London, Global Creative Director for Cadbury, and finally Creative Director at Meta Spanish Speaking Latam. During this time, he has had the opportunity to work with some of the world’s most prominent brands and has been honored at festivals such as Cannes Lions, Clio, NY Festivals, Effie, D&AD, One Show, El Sol, and El Ojo de Iberoamérica, among others. Having worked both in several of the world’s most renowned creative agencies and at Meta gives him a competitive advantage due to his extensive knowledge of the marketing world.

For our CEO, Juan Andrés Elhazaz, “Santi’s addition is a decisive step in further scaling SAMY Alliance’s creative culture and reputation as a group with revolutionary solutions for our clients’ growth. It also demonstrates our ability to integrate the best creative talent in the market into a project where creativity and strategy always go hand in hand. Better understanding the consumer’s voice with our proprietary technology in a social-first world allows us to develop the most connected and cutting-edge strategy and creativity to generate differentiation, trust, and results.”

Santi himself has stated, “It’s a great moment to join SAMY Alliance. The group is growing not only quantitatively and geographically but also qualitatively. The commitment to creativity is clear in all disciplines of the various solutions that make up the alliance, and having the opportunity to lead this path is impossible to refuse. I have also been captivated by the human and professional quality of the SAMY people who work here, from the founders to the most junior profiles, all united by a set of values that has pleasantly surprised me.”

In his new role as Global Creative Director, Santi will be responsible for the creative direction of all projects within this area across the wide spectrum of solutions and brands that make up the SAMY Alliance ecosystem.

Santi’s arrival represents a decisive step in strengthening our creative culture and reputation. His ability to understand the voice of the consumer, combined with our proprietary technology, will enable us to develop connected and cutting-edge creative strategies that generate differentiation, trust, and results for our clients.

Welcome aboard, Santi! We’re excited to embark on this creative journey with you.