Jesús Revuelta

I don’t like interrupting films, getting the landscape dirty nor bombing mailboxes. I don’t like the term “360”, which means to me to shoot in every direction, like tanks. I don’t like advertising. But I love advertising. So, what can I do to change it?

I develop comms strategies based on integrated (in people’s lives) ideas. Actions that leak into daily life like a liquid in a crack. I help brands to design and plan their behaviors, because I think they will be more convincing than their words.

The digital thinking, DoubleYou Barcelona and the bravery of clients such as Nike, Atrapalo.com, ING, Vodafone, Mahou or Nestlé, taught me that attracting works better than pursuing. It’s a universal principle: it works with brands and with people, in every media and in every country. And I was able to test it also in Costa Rica.

At 30, I became the youngest Chief Creative Officer in Ogilvy Latina. During the 2 years I led the department, my goal was to transform the agency’s traditional culture into a liquid/integrated one. To do so, we demolished the walls between the online and offline creatives and we all looked for the meaningful “liquid idea” before proposing a specific use of media. As a result of applying all these principles with clients such as Claro, Huawei Technologies or Forever 21, Ogilvy & Mather was named Costa Rican Agency of the Year for the first and second time in its history.

I came back to Spain, assumed the ECD rol at MRM//McCann Madrid and working for Santander Bank we won the 1st Cannes Lions Entertainment Grand Prix in Spanish advertising history, contributing to place the agency as the Spanish Creative Agency of the Year at Cannes Lions 2017. An experience I'd never sell.

I’ve been lucky taking part in many awarded campaigns and I’d like to keep going, but my main ambition is still to contribute with meaningful, honest ideas to dignify this profession. I hope that adblockers and the sign my neighbours put in the entrance hall to avoid advertising, will one day not be necessary.