Paco, known mostly just by his first name, because - in his own words - his last name is simply not easily pronounced by many, is an award-winning chief creative director with a successful track record of working with top-notch agencies and as agency owner. He started as a copywriter in Mexico City where he worked for BBDO and Leo Burnett. After moving to the U.S., he rose through the ranks to lead multiple creative teams helping usher in a new wave of Hispanic creativity and award-winning work for multiple clients at various leading Hispanic agencies. These include Alma DDB, Dieste, The Vidal Partnership and d expósito & Partners, where he now leads the creative vision for the agency. His campaigns for brands like Kraft, Heineken, Kellogg’s, Goya, HSBC, Target, AT&T, Tecate Beer, AARP and Amica Mutual Insurance have helped shape Hispanic advertising, earning industry accolades and named best-in-class. He has recently led the creative work for the agency’s PSA “lucha vs.virus”, urging Latinx to wear masks to stay protected during the Covid-19 pandemic.