The industry veteran has been McCann Spain’s chief creative officer since 2021
McCann Worldgroup announced the promotion of Emiliano González De Pietri to global creative partner, global brands, demonstrating the network’s commitment to creative excellence for their clients worldwide.
He will report to Javier Campopiano, global chief creative officer of McCann Worldgroup and McCann. Both are based in the network’s fast-growing Madrid office, which is becoming a major global hub, led by CEO Lucia Angulo. “We’re lucky to be amassing so much creative firepower in Spain. These are momentous times for the office,” said Angulo, who joined the agency last March.
In his new global role, Emiliano will focus on reinforcing the network’s creative output and identifying further creative opportunities for clients and global brands. He will partner with McCann Worldgroup’s global chief growth officer, Nathan Brown, to further drive new business momentum for the network, gathering the best teams to build enduring brand platforms for clients.
In his previous position as McCann Spain’s chief creative officer, Emiliano led a string of global high-profile new business wins including the appointment of McCann as IKEA’s first global brand marketing partner last summer. His creative leadership has strengthened McCann’s position in Spain, placing the agency at the forefront of innovation. Recent projects include award-winning campaigns such as the much acclaimed “Trapped in the 90s” for IKEA and “Mapfre Live Insurance,” both of which were recognized at leading festivals including Cannes Lions, D&AD, LIAs, Clio, and the European Effie Awards.
“Emiliano has been the creative driving force behind some of our most recent and major global wins, thanks to his unique ability to bring together talent from all parts and capabilities of our organisation. He excels at building and leading highly creative teams that can solve business problems at scale by applying radical creativity,” said Campopiano. “With this global role, we will continue to bring the power of Truth Well Told to brands globally, not only to build more enduring brand platforms, but also to drive business for our global network.”
“The new role is all about having the ability to leverage the network’s staggering creative capabilities across offices, markets, and specialisms to bring radical creativity to brands, no matter where they’re at. It’s something we were already doing organically; my appointment formalises this ambition and gives it scale,” said Emiliano.
Emiliano first joined McCann Spain in 2021 after a successful eight-year stint at Grey, where he led offices across LATAM and North America, and was eventually appointed Executive Creative Director, Europe. At the WPP agency, he drove work globally for brands such as Pringles, GSK, Carlsberg, and Volvo. In 2022, over a year after his arrival in Madrid, he was named Spain’s Creative of the Year at El Ojo de Iberoamerica. Emiliano is a Grand Prix and Glass Lion winner whose work has been recognized by all major awards shows, including 48 Cannes Lions.
