PROUD INNOVATION FROM
A FEARLESS CREATIVE VILLAGE.

Guillermo Giménez y Brotons is an expert in Brand Strategy, with more than 30 years of experience in companies such as The Coca-Cola Company (TCCC) and, in its beginnings, Unilever. His extensive career at TCCC has led him to develop in multiple markets – South Latin, Mexico, USA – and portfolio brands such as Coca-Cola, Sprite, CC Zero, CC Light, Powerade, Minute Maid, Jack & Coke, Topo-Chico and Smart Water among others. In recent years, he has developed the most iconic Coca-Cola campaigns at a regional and global level. These communication strategies have led the company to be Advertiser of the Year (2013) and Brand of the Year (2024) at the Cannes Advertising Festival, among other recognitions. His great creative talent specializes in the creation and coordination of communication between agencies and creative partners, including media agencies, social media, PR and digital creativity. Finally, in the last three years he has been responsible for the development of the Global Integrated Marketing Process applied to all global communication projects in all categories.

Alberto Giménez y Brotons is a multi-award-winning advertising veteran with +25 years in the industry. He has been leading Publicis Groupe Agencies for the last decade. His works were recognized at major festivals such as Cannes Lions, Effie Awards, Wave and others. He has often participated as a jury at festivals and has collaborated in editorials on music and cultural trends for many years. Unleashing brand experiences with global talent including David Lachapelle, Massive Attack, Grace Jones, Paris Hilton, Malcolm Mclaren, New Order or Depeche Mode. His collaborations with brands include Coca-Cola, Mondelez, Levi’s, Stella Artois, Nivea, Visa, Mercedes Benz, LVMH Moet Henessy.

Esteban Minoyetti serves as Head of Strategy at the agency. Founder of Dragon Strategy Consulting, Minoyetti has an extensive career in brand strategy and creativity, both in agencies and consulting firms. He was part of the strategic teams at Publicis One and BBDO Argentina. He began his professional career as a copywriter at Y&R Argentina in 1995 and later served as creative director at renowned agencies in Madrid, such as Leo Burnett, El Laboratorio, Delvico-RedCell, Publicis Lado C, and Lola. He holds a degree in Communication Sciences from UCES. In his role at Raval, Esteban promotes a strategic vision anchored in a deep understanding of brands, culture, and consumers.

Juan Manuel Linares heads up the Data & Research department. With a solid background in image and sound, and an international career that includes cities such as Barcelona, Miami, and Buenos Aires, Linares brings a hybrid perspective combining creativity, analysis, and technology. He was director of strategy at R/GA for seven years, as well as working as a digital strategist at The Bubble and Cuko, and as founder and director of strategy at Agencia Pont. He began his career at Bacus Events in Barcelona and was a producer and multimedia technician for more than a decade. He holds a certificate in Sports Management from the Barça Innovation Hub. His career includes independent consulting in strategy/innovation and leading strategic teams for brands such as Nike, Netflix, Gatorade, and Pepsi (R/GA), and Beldent and Enjoy (Cuko).

Belén Melcon is an experienced Account and Producer Director with a solid experience in creative production, integrated marketing, and brand storytelling. Throughout her career, she has led integrated campaigns and managed multidisciplinary teams for global brands such as Coca-Cola, Sprite, Fanta, Schweppes, Stella Artois, Noblex, Chandon, Baron B, Air New Zealand , Banco Hipotecario, Banco Ciudad, y Gobierno de Buenos Aires.

Her experience also includes working client-side at The Coca-Cola Company, where she managed regional marketing initiatives for the South Latin Business Unit, covering Argentina, Chile, Uruguay, Peru, Bolivia, and Paraguay.

Currently, Belén collaborates with Converse (Nike Inc.) as a Marketing Project Manager, applying her expertise in creative production and brand strategy.

Passionate about bringing ideas to life through collaboration, Belén thrives on transforming creative vision into impactful, real-world results.

Eugenia Lemmo is an experienced Account Director with a strong background in the advertising and production industry. Throughout her career, she has led successful campaigns for brands such as Artear, Coca-Cola, McDonald’s, Danone, Moët Hennessy, VEA, and Real Self.

Before joining Raval, she held leadership positions in renowned agencies and production companies, where she was responsible for account direction and the management of multidisciplinary teams. Eugenia has coordinated projects across Buenos Aires, Barcelona, Brazil, and Chile, showcasing her ability to navigate multicultural and global environments.

Her expertise spans from strategic conceptualization to project execution, always with a results-driven mindset and a clear focus on brand growth. Passionate about transforming complexity into possibility and creativity into tangible outcomes, she thrives on developing innovative solutions that exceed business objectives.