Pancho was awarded an MBA at the Berlin School and is an MBA Professor at Usach. He was formerly a Director at Achap and Director and now is VP at IAB Chile. He has judged most global festivals, including Cannes, and has been an AME jury chair, while his work has won more than 150 times across all major award schemes.
What was your very first job?
Copywriter at Northcote Ogilvy & Mather.
Please describe, in your own words, what your job is and what work it entails.
Currently I’m the Chief Creative Officer at Inbrax Chile, a full service agency, I lead agency’s creativity.
How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you to where you are today?
Since I was a kid I kept creating things specially in a time with no screens, cardboards, writing, painting, etc. I was born with this, even if I wanted to study medicine, thanks God I did not.
In a constantly changing world, how do you find inspiration to keep your work fresh, innovative and relevant?
Stay tune with the street, talking with people from different fields and disciplines, doing sports, watching movies and documentaries, reading, playing with my son.
If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
Definitively “Settlements” (Favelas) a campaign that helps removing settlements in Latin America.
Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)
Social media, integrated ideas, experiential, digital.