I´ve been working for more than 25 years for global, regional and local brands between the world of advertising and innovation. During all these years either in BBDO Argentina, +Castro (the first innovation house I co-founded) or in Becoming Mode (my current agency which I founded in 2019) 

I’ve been helping brands such as Nike, Google, Pepsico, Mondelez Internacional, Mercado Pago and Naranja X between others develop multi awarded advertising campaigns, ground breaking brand experiences, breakthrough product innovations and cultural transformation programmes through innovation methodologies (such as Mondelez International´s Fly Garage, Disney Labs (Latam) or Google Digital Studio). 

In this time, I’ve been fortunate enough to be chosen by Advertising Age as one of the 8 creatives to know in 2012, 4 times speaker at Cannes Lions Festival and 2 times Cannes Lions Festival Juror. Right now, apart from my role in Becoming Mode, I´m exploring new ways to add value to companies (while I have new learnings in the way) like being Board Member in Vistage Argentina, Advisory Board Member in Blue Star Group and Venture Partner in MrPink VC.