From now on, the creative will supervise teams from Mexico, Colombia, Argentina and Brazil
Media.Monks announced this Wednesday (23) that Luciana Haguiara has been promoted to executive creative director for Brazil and Latin America. From now on, she supervises the creative teams in Mexico, Colombia, Argentina, in addition to Brazil.
Luciana, who joined Media.Monks in 2020 as Executive Creative Director in Brazil, will lead the region’s creative teams led by Marcela Angeles, Francesco Vicenzi and Nicolas Pardo & Tomas Almuna in Mexico; Cesar Castao and David Correa in Colombia; Paulo Yanaguizawa, Maria Albuquerque and Jun Okida in Brazil; and Pablo Vitale and Pablo Tajer in Argentina.
Together, they work with brands such as YouTube, Netflix, Havaianas, Riot Games, Mercado Livre, Spotify, KFC, Aeromexico, Samsung, among others.
According to the agency, the change occurs at a time of growth for Media.Monks with new business opportunities emerging in the region and the integration of teams after a series of acquisitions in recent years.
Latin America represents 45% of Media.Monks’ global workforce of over 9,000 people. Recently, S4Capital announced that net income rose more than 29% in the third quarter of 2022.
It makes sense that our integrated model and vision would have a regional focus and consistency in our product and delivery. Luciana proved to be the right person to lead creative teams in the region. Our customers, mainly from the technology sector, are equally integrated and, therefore, this was the natural path to follow”, said Ignacio Liaudat, co-founder of Media.Monks.
With over 20 years of experience, Luciana went from an offline copywriter in the early 2000s to a digital leader when she started following trends at the intersection of creativity and technology, driving innovation in the campaigns and projects she worked with. Throughout her career, Luciana has won hundreds of awards at festivals such as Cannes Lions, ADC, Clio Awards, D&AD, among others, and has one of her works in the permanent collection of MoMA. Recently, she was nominated for the Cabor 2022 award in the Creative Professional category.
She has also served as judge and jury president at the most prestigious festivals in the sector: Cannes Lions, The One Show, D&AD, Clio, ADC Awards, El Ojo de Iberoamérica, FIAP and CCSP, among others. In addition to chairing Digital Craft at this year’s Cannes Lions, she has also been named director of the See It Be It Latam program at the Cannes Lions Festival. A leader with many accomplishments, Luciana recently completed the S4 Women Leadership Program at Berkeley Executive Education and is a certified environmental activist through the Climate Reality Leadership Corps Training, chaired by Al Gore.
