Before messaging, there is shared thinking.
That is where I work.
Brand & Narrative Strategist.
Creative Director.
I work with brands, founders, and leadership teams when the path forward is still being defined. Together, we clarify the real question, sharpen the positioning, get people aligned, and build the narrative that guides what comes next.
My work includes repositioning, launches, leadership narratives, and organizational change, often before a formal brief exists. Creative direction is how I carry that thinking through to execution.
I started as a copywriter in Buenos Aires, moved into creative direction, worked internationally in Milan and Dubai, and later co-founded Holanda, an independent agency. Building an agency changed the way I approached the work. Ideas had to work creatively, but also for clients, teams, budgets, business priorities, and the results we were responsible for.
Over more than 20 years, I’ve worked with Nespresso, Verizon, adidas, PUMA, Aldar Group, GM/Chevrolet, Coca-Cola, PepsiCo, McDonald’s, Santander, and Getnet. Along the way, I’ve been part of McCann Milan, M&C Saatchi Dubai, The Community US, Commonwealth//McCann, BBDO, FCB, DDB, and Ogilvy.
My work includes Twistos’ Grand Effie-winning brand platform at BBDO Argentina.
I learned the foundations of the craft at Agulla & Baccetti, then ranked among the world’s leading agencies in the Gunn Report. Some assignments are confidential or covered by NDAs.
I’m comfortable working with sensitive material, including repositioning, leadership narratives, stakeholder messaging, and internal communication during periods of change.
Based in Buenos Aires. Available for U.S., European, and global engagements.