Before starting his career in the U.S. at Young & Rubicam Latam, Luis worked in Colombia—his home country—for Saatchi & Saatchi and Y&R after finishing his studies in communication and advertising at the Pontificia Universidad Javeriana.
Besides Alma, Young & Rubicam, Accentmarketing, and Cheil have given him the opportunity to build brands for important clients such as General Motors, AT&T, Sprint, Nextel, Samsung, US Navy, Dunkin’ Donuts, and KFC, among others, while working across industries including Pharmaceutical, Healthcare, Communications, and Automotive. His healthcare expertise spans consumer health campaigns, pharmaceutical brand building, patient education initiatives, and multicultural healthcare marketing—delivering culturally relevant and clinically accurate messaging to diverse audiences.
Throughout his 30+ years of career, he has skillfully transitioned between U.S. Hispanic and Latin American markets, working in retail and branding at different times, offering a global perspective to specialized regional markets.
His work has been recognized in international advertising festivals such as Webby, One Show, New York Festival, FIAP, and El Ojo de Iberoamérica, among others.
At Alma, he is the Lead Creative for Eli Lilly, driving strategic creative direction to authentically connect with Hispanic and multicultural audiences while maintaining accuracy in healthcare messaging.