Paco, as he likes to introduce himself because nobody can pronounce “Olavarrieta”, is an award winning chief creative director with a successful track record both working with top notch agencies and as agency owner. He started as a copywriter in Mexico working in agencies like BBDO and Leo Burnett. In 1992, he landed the Creative Director spot at Burnett’s Dominican Republic office. Having gained a significant mastery in “merengue” he returned to Mexico’s dance floors and advertising community. After two years it was time to again set eyes outside Mexico. He joined Del Rivero Messianu Advertising (now Alma DDB) as Creative Director in Miami. This stint brought him two crucial skills: how to develop successful creativity for the U.S. Hispanic market and how to rollerblade and check out beach bunnies at the same time. After four years he took the spot of Chief Creative Director at The Vidal Partnership in New York. A three-year run at TVP brought the agency a national reputation as one of the most creative shops in the Hispanic market with work for clients like Heineken, Cingular and Wendy’s. Encouraged by this momentum he decided to taste the waters of independence and opened an agency named Ole. After starting with “offices” in the Starbucks of New York City, Ole grew up from zero to $3 million in revenue in three years of operations and working for clients like Target, HSBC, and La Costeña. Then, he decided to take a break in life and went to India to practice one of his greatest passions: yoga and meditation. Once back in the occidental world, he got the opportunity to pitch the Tecate beer. The account was won and the Adrenalina agency was born. It was backed up by MDC, a network of independent agencies like Crispin Porter and Bogusky and Kirshenbaun Bond Senecal. Two years of adrenalin rush produced great sales results for the brand and according to the clients and his peers: “the best creative work for Tecate ever”. And his plan is to continue doing the same for every other brand, first as the Chief Content Curator for Dieste’s NY and now as the Chief Creative Officer at large. And have fun in the process.

dieste
jorgelo@thehangar.cr