4. López Martí Miami (formerly known as Atkins López Martí)
Founder, creative director, strategist, producer & developer, among other chores &
responsibilities
March 2011 – Present
Miami Ad School
Professor, lecturer & mentor of sorts - digital campaigns & interactive concepting
September 2011 – March 2013
SCPF (A WPP agency with offices in Miami, Madrid, Barcelona, México DF, Bogotá a
Buenos Aires)
Executive creative & digital director, strategist, part-time producer, planner, new biz &
account executive, HR & janitor
November 2005 – January 2011
BBDO Miami (Latin American HQ)
Creative director
January 2000 – May 2003
Young&Rubicam New York
Copywriter
June 1999 – December 1999
TBWA Buenos Aires
Copywriter
1998 – 1999
Career highlights.
Yes, I’ve been around.
5. I am a professional wordsmith.
Eloquence is the essence of what I do.
Sort of.
In English, Spanish and Espanglish.
Here’s a very long PDF with tons of work,
campaigns big & small in various languages:
http://lmmiami.com/pdf/LopezMartiMiami_credentials.pdf
Please feel free to download, kick back & peruse
at pleasure.
6. I’m also partner & project leader at PINO, a small
company based in Buenos Aires, Argentina,
specialized in CGI, motion graphics, web and
mobile app development.
Grab a big bucket of popcorn & check it out:
hellopino.com
7. I cut my teeth as a copywriter back in the late 90s.
You know. Grunge, BritPop, AOL.
After working for major ad agencies in Buenos
Aires, New York and Miami handling projects
across the three Americas and Spain, I decided in
2011 to branch out and start my own shop, Atkins
López Martí, partnering up with Lane Atkins, who
had been my boss at the Latin American HQ of
BBDO in Miami.
8. My partner Lane Atkins retired in 2014, thus
Atkins López Martí became López Martí Miami.
lmmiami.com
9. Yes, I used to be a traditional ad guy.
But at some point in the early to mid 00s I was
struck by the tech bug.
I decided to unlearn the old bag of tricks of the ad
trade and start anew as a digital guy.
First I set out to develop my own website.
It’s still live, check it out:
http://www.lopezmarti.com/
10. In 2005 I joined WPP’s *S,C,P,F..., Spain’s most
award-winning & quirky agency, when it opened
its first office in the Americas with big
multicultural dreams and no staff.
I had to wear many hats. All of them.
Multitasking was the name of the game.
It paid off.
Big time.
11. We landed accounts such as Coca-Cola, Subway
restaurants, Ikea & Partnership for A Drug Free
America and even a big Mexican political party:
the notorious PRI.
I also did a stint in academia, as professor of
Digital Campaigns & Concepting at the Miami
Beach mothership of the world-famous Miami Ad
School.
12. Clients I’ve worked with:
Coca-Cola, Pepsi, Visa, Procter & Gamble, FedEx,
DHL, IKEA, Subway restaurants, General Motors,
Discovery Channel, Animal Planet, Royal
Caribbean, J&B, Bacardi, Dewar’s, Flor de Caña
Rum, Sprint Nextel, TMobile, Sony Ericsson,
Antena 3, RCN Televisión Colombia, Telefórmula,
Videorola, Partnership for a Drug Free America,
Big Brothers Big Sisters, Partido Revolucionario
Institucional.
13. -On strategy.
http://hispanicad.com/agency/business/strategy-insight
-Apple vs oranges.
http://hispanicad.com/agency/business/apple-vs-oranges
-Coke, Pepsi & the ultimate form of flattery. Are you fan enough?
http://hispanicad.com/agency/creative/coke-pepsi-ultimate-form-flattery-areyoufanenough
-The Starbucks formula.
http://hispanicad.com/agency/business/starbucks-formula
-Bloody branding: the Italian anomaly.
http://hispanicad.com/agency/business/bloody-branding-italian-anomaly
-Vice.
http://hispanicad.com/agency/business/vice
-Social climbing
http://hispanicad.com/agency/business/social-climbing
I write columns for industry publications:
14. -Welcome to the Soccer Bowl.
http://hispanicad.com/agency/creative/welcome-soccer-bowl-ad-review
-Chindia vs LatAm.
http://hispanicad.com/agency/business/chindia-vs-latam
-Troll Control.
http://hispanicad.com/media/marketing-social/troll-control-social-media
-Big data vs big ideas.
http://hispanicad.com/agency/business/big-data-vs-big-ideas
-Manipulating Millennials.
http://Hispanicad.com/agency/marketing/manipulating-millennials-insight
-Unphotoshopping America.
http://hispanicad.com/agency/business/unphotoshopping-america
-Déjà vu under the influence
http://hispanicad.com/agency/business/déjà-vu-under-influence
-Comfort zone
http://hispanicad.com/agency/business/comfort-zone
15. -Advertising awards, dissected.
http://hispanicad.com/agency/ad-agency/award-show-offs-insight
-A Venezuelan Steve Jobs.
http://hispanicad.com/agency/business/venezuelan-steve-jobs
-Letter from México.
http://hispanicad.com/agency/business/letter-m%C3%A9xico
-Never Work for hire.
http://hispanicad.com/agency/business/work-hire-just-say-never
-Sterling, Sulzberger & Associates.
http://hispanicad.com/agency/business/sterling-sulzberger-associates
-Beckham ain't no Lebron.
http://hispanicad.com/agency/business/beckham-aint-no-lebron-marcelo-claure-
could-be-our-cuban
-Caudillos
http://hispanicad.com/agency/business/caudillos
-Caudillos II. Glut or personality.
http://hispanicad.com/agency/business/caudillos-ii-%E2%80%93-glut-personality
16. -Curatives wanted
http://hispanicad.com/agency/business/curatives-wanted
-Super Bowl XLIX. What I saw & what I didn’t see.
http://hispanicad.com/agency/creative/super-bowl-xlix-what-i-saw-what-i-didn%E2%80%99t-see
-I need you to need me
http://hispanicad.com/agency/business/i-need-you-need-me
-Nepotism.
http://hispanicad.com/agency/business/nepotism
-How to get paid.
http://hispanicad.com/agency/business/how-get-paid
-Snapped.
http://hispanicad.com/agency/creative/snapped
-The help. This week: photogrpager Gio Alma.
http://hispanicad.com/agency/business/help
-The help. This week: Marcelo Páez, film producer & director.
http://hispanicad.com/agency/business/help-week-marcelo-p%C3%A1ez-film-director-
producer
17. -Brand euthanasia
http://hispanicad.com/agency/business/brand-euthanasia-part-1
-Brand euthanasia, part 2
http://hispanicad.com/agency/business/brand-euthanasia-part-2
-Pricing & pitching
http://hispanicad.com/agency/business/pricing-pitching
-Bad advertising? No advertising? No problem.
http://hispanicad.com/agency/business/bad-advertising-no-advertising-no-problem
-Bad advertising? No advertising? No problem. Part 2
http://hispanicad.com/agency/business/bad-advertising-no-advertising-no-problem-part-2
-How corrupt are we?
http://hispanicad.com/agency/business/how-corrupt-are-we-part-1
-How corrupt are we? Part 2
http://hispanicad.com/agency/business/how-corrupt-are-we-part-2
-Apple watching.
http://hispanicad.com/agency/business/apple-watching
-After the Apple Watch, all eyes in the tech world will be watching Puerto Rico
http://hispanicad.com/agency/business/after-apple-watch-all-eyes-tech-world-will-be-watching-
puerto-rico
18. BA in Social Communications & Advertising
Universidad del Salvador, Buenos Aires
GCE A Level
Issued by the University of Cambridge, Buenos Aires
Bilingual baccalaureate
St. Brendan’s College, Buenos Aires
Education?
Of course.
19. Matt Drinkwater
Director
Twitter Latin America
mdrinkwater@twitter.com
+1 (786) 599 8176
Diego Majdalani
VP and GM
Dell Latin America
Diego_Majdalani@Dell.com
+54 911 5106 8383
Nicolás López Martí
Marketing Director
Pepsi México
Nicolas.LopezMarti@pepsico.com
+52 1 55 494 99 273
Reinaldo Padua
VP of Hispanic Marketing
The Coca-Cola Company
repadua@coca-cola.com
José Serafín
Fanta Global Director
The Coca-Cola Company
jserafin@coca-cola.com
+1 404 676 0466
Federico Cuervo
SVP, BRAND HEAD MTV & COMEDY CENTRAL
LATAM & BRAZIL
Viacom International (MTV Networks Latam)
federico.cuervo@vimn.com
+54 9 11 55 78 07 43
References?
Sure, go ahead, ask around, please.
20. José Romero
General Manager
Dish Network
jeromer68@gmail.com
+1 (303)601-9104
Lucas Peón
Chief Creative Officer
Possible UK (WPP Digital Agency)
Lucas.Peon@possible.com
+1 (513) 680-4127
Josefina Tanoira
Director of Human Resources
Philip Moris International
Mexico
Josefina.Tanoira@pmi.com
Gabriela López
Director, Consumer & Social Marketing
Latam, Brazil & US Hispanic
Yahoo!
gabriela@yahoo-inc.com
+1 (305) 461-7525
Julio Sonino
VP of Programming &
Production
GolTV Americas
j.sonino@goltv.tv
+1 786 201 3987
Alan "Sunny" Neely
Senior Marketing Director
Ferrero Rocher USA
sunny.neely@ferrero.com
+1 732-764-2728
More references.
21. Luis Sosa
Founder & CEO
DDM Brands
Yezz, Parla (Mobile phones and tablets)
luis@ddmbrands.com
+ 1 305 775 0325
Carlos Tribino
VP Strategic Marketing &
Communication
GiftCards.com USA
carlos.tribino@giftcards.com
Toni Segarra
Founder, Chief Creative Officer
SCPF Spain & the Americas
tsegarra@scpf.com
Ignasi Puig
Founder, CEO
SCPF
Spain & the Americas
Ignasi.Puig@scpf.com
José María Piera
Managing Director & partner
SCPF
Spain & the Americas
JMPiera@scpf.com
Robert Rosenthal
Former President
TBWA Latin America
rosenthalheavy@gmail.com
Some more references.
22. Gene Bryan
CEO
HispanicAD.com – serving the US Hispanic advertising, marketing & media professional
HispanicMediaSalesInc.com – Thought Leadership for the US Hispanic Ad, Marketing, Media and PR
pros
gbryan@hispanicad.com
+1 917-854-1706
Daniel Marcet
Director General
FIAP (Festival Iberoamericano de Publicidad)
dmarcet@fiap.com.ar
+54 11 43112242
Rhasaum Campbell
Director of Interactive Media
DDM Brands
Yezz, Parla (Mobile phones and tablets)
Rha@ddmbrands.com
+ 1 305 767 9869
Miguel Nigrinis
Sr. Brand Manager
Bud Light at Anheuser-Busch InBev
USA
miguel_nigrinis@yahoo.es
Laura Martínez
Senior Editor
CNET en Español
laura.martinez@cbsinteractive.com
And yet more references.
23. I’ve always made the effort to be a generalist, a
holistic professional, stewarding the process from
beginning to end.
Go after new clients.
Reel them in.
Find out what they need.
Get to know them.
Get their input.
Research.
Conceive the strategy.
Create the concept.
Sell it.
Craft the execution.
Get the client’s blessing.
Roll it out across multiple media and platforms.
Learn.
Fine tune.
Sift through pesky P&L.
Repeat.
24. It ain’t just about the bottom line, trust me.
It’s the thrill of shaping the culture.
The adrenaline high of influencing human
behavior.
25. I hold dual Argentine & US citizenship.
I am married to a beautiful Spanish woman (Catalan
from Barcelona, to be precise).
We have three children: little Gonzalo, Paula & Belén.
Sports? I’m a jack of all trades and master of none.
Soccer, rugby, golf, tennis, surf, ski, snowboard,
squash, box. Name a sport, I’ve dabbled in it. Usually
with forgettable results.
Trivia.
26. That’s about it, I guess.
My apologies for oversharing.
Call, whatsapp or write anytime.
+1 786 269 9688
gonzalo@LMMiami.com
