Chief Production Officer


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A citizen of the world, Sergio has spent his career working at leading creative agencies (Leo Burnett, Anomaly, JWT and McCann) – based at both regional and global headquarters including Madrid, Chicago, New York, Shanghai, Amsterdam and London.

Sergio has been a trailblazer of integrated creative production, picking up awards across a range of categories, including a Gold Lion in the inaugural Mobile category. To date, he has won 36 Cannes Lions for every agency he has worked with, but it is the first ever Gold Lion that he won at the tender age of 22 that he is most proud of.

His goal has always been to elevate both creative and production excellence, supported by an organic and concrete process. His accreditation of long-standing client relationships is proof of his success. At McCann, he is credited with spearheading production on clients including Microsoft Xbox, Mastercard and Nestlé over the past four years following the unification of all production operations and studios (TV, Art Buy, Print, Digital, Studio) under Craft.

Under his leadership, Craft’s integrated creative production offering introduces an unrivalled multi-channel business model strengthening McCann’s strategic partnership with leading brands. As Executive Producer of the Microsoft Xbox account, his team is pushing the boundaries of creative production for the organisation at the centre of the revolutionary changes impacting the everyday lives of millions of consumers.

Over the past three years, Sergio has produced multi award-winning campaigns such as Xbox Survival Billboard (2016), Zombie Christmas: The Real-World Trailer (2016) and the Xbox Design Labs (2017). The latter recently won the 2018 Webby People’s Voice award and was the most awarded UK campaign at the One Show.

Sergio also has another 200 award wins under his belt from D&AD, Clio, Eurobest, British Arrows, MTV and others. When he is not producing award-winning content, Sergio frequently shares his expertise on advisory and industry panels, advocating the re-imagination of the production model at a time when brands are demanding innovative product solutions. He also collaborates with industry associations such as the IPA and Advertising Association.

Having collaborated with some of the most awarded creative talent and production companies across the globe, Sergio adds a unique perspective to award show juries that perfectly merges creativity and craft. It is for this reason that he has been invited to judge at D&AD, AICP, British Arrows, as well as other local and international shows.