Olga DE LA ROZA

Creative Director | PROCTER & GAMBLE

 More than thirty years as a driving force behind the creation and design of some of the most celebrated brands in the Beauty, Prestige, Editorial and FMCG industries, balancing the strategic thinking and artful expression of a brand while creating the global capability needed to integrate design in large and complex organizations. Her expertise ranges across art/creative direction, graphic design, packaging, advertising, digital, editorial, retail, innovation and academia. 

Led the P&G Prestige Beauty portfolio of more than eighteen brands including Dolce Gabbana, Gucci, SKII, Alexander McQueen, Stella McCartney, Puma, Lacoste and Hugo Boss amongst others. Currently leading the design direction of P&G’s Hair Care Portfolio with brands such as Pantene, Head & Shoulders, Herbal Essences, Aussie and Vidal Sassoon, to name a few. Credited and awarded for turning design into a competitive advantage. Art directed advertising campaigns for Coca-Cola and McDonald’s. Led the Design Direction of Glamour Magazine Publishing and served as a professor for the Graduate Program in Visual Communication and Packaging Design at the Pratt Institute of Technology in New York.

In her current role, pioneered the development of breakthrough capability of Cognitive Science applied to Branding and Visual Communication by creating partnerships with internal and external scientists in the Behavioral and Cognitive science fields. The results through associated initiatives delivered up to 224% business growth.

She has received over 20 design awards, with numerous recognitions and publications, and is an active lecturer for Design and Cognitive Science applied to Brand Visual Communication. Work has been exhibited in New York and Korea. She is also the author of “An Eye for Color”, a book about the use of color.

She holds a Masters degree (MS) in Visual Communication and Packaging Design from Pratt Institute, NY. Degree in Gemology and Jewelry from the Gemological Institute of America, NY. 

A Spanish born New Yorker, she now lives in Switzerland.        

questionnaire

1. What was your very first job? 
Corporate Identity Design for a small design agency in my hometown, Oviedo, Spain.  Please describe, in your own words, what your job is and what work it entails. 
I lead the Brand Expression for a portfolio of Beauty/Hair Care brands. My work entails to create and set the direction for the look and feel of all visual aspects of the brand, across all touchpoints.  

2. 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? What was there train of events that brought you to where you are today? 
As a girl, I always collected beautiful magazines, photography, any type of branding, advertising and art in any form I could get my hands on, even if it was a postcard of a beautiful painting of Klee. In my last year at school I took a design class and I found myself completely immersed in that world. I would turn the music on and spend all the hours I could to work. I loved every second of the concentration on the design work. Still happens today.
As I was doing research for my thesis, I read books from the greatest designers in the world. As I learned about them, I realized that many of them were teaching in New York City and my dream became to get to know them and understand their Design philosophy. Then, I moved to New York, did my masters and right after, I started working for Condé Nast Magazines. Ten years later, I joined P&G and since then, I have worked in different categories from Prestige fragrances to Luxury Skin care and Cosmetics to some of the biggest Hair Care brands in the world.  

 3. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
 I love my profession to the point that I am constantly looking to what the beauty, fashion, luxury industries are doing. I have now an incredible arsenal of connections to key publications, from Forbes, Ted, WSJ and the economist, to Design Milk and Behance, to Archdaily (to name a few) which I scan and read daily in my “relaxing” time. Flipboard, Behance, Instagram, Dropmark and Pinterest are my biggest allies. I follow tons of blogs in the industry, archive work constantly and at the same time I have created some “chatting groups” with different teams to share ideas and open conversations. I try to join some international trade conferences every year, which I find needed to expand my thinking beyond what I find in my own channels of daily work and inspiration. 

4. 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? 
When I worked at Glamour Magazine, I did an advertising piece for “Absolut Glamour”  

5. What social media artist/account are you most influenced by?
Behance, Flipboard, Ted and Instagram  

6. Which creative disciplines do you commission most, and are most interested in seeing more of? (ie photo, film, social, experiential, vr, etc). 
Design, social, film and retail

jury

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