Santiago Lucero

Jurado: INNOVACIÓN | Latam


Santiago Lucero is Head of the Creative Shop for the South Cone at facebook. He leads the team across the region that works with brands and agencies, developing campaigns in all the family of apps from the company.

Before that he was Executive Creative Director and Co CEO at Fallon London, having also responsabilities as Global Creative Director for Cadbury. Santiago started his career as a creative at Agulla & Baccetti Buenos Aires back in 1994.

In 2001 he was approached by JWT Buenos Aires to join as a Creative Director. In his first year at JWT Buenos Aries the agency moved up from number 14 position on most awarded agencies ranking, to number 4. Globally the agency went from number 20, to number 11. So in 2004 he was promoted to Overall Creative Director, and he became founder and Executive creative director of THE HOTEL, a regional creative HUB based in Buenos Aires.

In July 2006 he joined Madre Buenos Aires (Mother) as Creative Director, were he was responsible for clients such as Banco Hipotecario, Nike Latam, Coca Cola for the Hispanic Market in the USA, DELL computers for USA general market, Natura Cosmetic Brazil, Camper Worldwide, etc…

In February 2008, he moved to Madrid to work as the ECD of Publicis Madrid.

In March 2011 he joined Fallon London as Creative Partner and ECD. He worked on brands such as Cadbury Global, Nokia Global, Orange UK, EUROSTAR, Skoda UK and Europe Markets, AXA; Abu Dhabi Bank, etc… In This period he was named member of the Worldwide Creative Board at Saatchi & Saatchi, and was promoted to Global Creative Director for Cadbury.
In 2013 he was promoted to Co-CEO of Fallon London Branch. He kept working at Fallon until March 2015 when he left the agency to do several own projects as a entrepreneur.

He founded an ad agency in San Paulo, Brazil  called Maria San Paulo, and is also partner at GiFlyBike, a start up wich developed the first ever foldable ebike. He was responsable for the naming, branding, positioning and crowd founding campaing. After rising more than U$s600,000 in kickstarter , the product is now in producting and will be ready to launch in June 2016.