2017 One Show Branded Entertainment Jury
Director of Brand Activation
As the lead of the Brand Activation group, Luis brings 25+ years of expertise in Advertising and Total Marketing. Throughout his career his work and leadership has demonstrated why he is one of the top creative leaders in the world of Brand Activation.
After a few successful years as an Art Director at BBDO/Argentina, where he won his first Clio, Luis was transferred to BBDO/NY, to work on the Pepsi account. He then moved to Ingalls/Boston where he developed brand campaigns for NEC computers and, more importantly, became a loyal member of the Red Sox Nation.
Always looking for new challenges, Luis traveled West to join Alcone Marketing as Creative Director on the California Lottery account and later becoming VP Creative Director, creating award-winning work for Microsoft, José Cuervo, Smirnoff, Sega and California Lottery.
A few years later Luis and a partner opened a creative boutique, focusing on Brand Activations for clients such as Coca-Cola, Johnny Rockets, Twentieth Century Fox, Shimano and Cinnabon.
Back at Alcone, this time as Chief Creative Officer, he oversaw the LA and NY creative departments, where he was a key contributor to some of the most awarded and effective Activation campaigns in the industry. His work for LG Mobile, Logitech, Skinny Cow, Arby’s, Dogswell and California Lottery stand out as great examples of creativity and effectiveness. Culminating with the “Agency of the Year” award given to Alcone for overall excellence in Promo and Activation Marketing. Luis is deeply involved with The One Club’s diversity efforts and is an active mentor for students, in their extremely successful Creative Boot Camps.
Luis has also served on the juries for Effie Awards, ADDYs, New York Festivals, W3 Awards, Reggies, PRO Awards and Creativity International.