Fer is a lover of innovation, technology, people, design, and strategy. Young, with a tireless curiosity, and a special talent for pragmatism and applied logic.
Fer was lucky enough to have been in advertising since he was young. He used to spend his afternoons transcribing and moderating qualitative research looking for insights, TV spot tests, products, and brands in Conecta RC and later in CP Proximity, BBDO.
He studied at European Business School abroad to get a different intercultural experience among the principal capitals in the world: Paris, London, and New York, where he also worked for a few months diving into a digital environment.
Upon his return to Spain, he felt it was time to create his “vision of utopian advertising”: connecting people’s creativity and their power of micro-recommendation on social networks with the content and loudspeaker needed by brands. The resulting product was Wittpic (App).
At the same time, Fer was studying TAG Planning and working in JWT Madrid in the Planning department, generating Account Planning and New Business for brands such as Coronita, Bankinter, Cacaolat, Endesa, and more besides. But he needed to create something that brought value to people’s lives, he co-founded DK.TEST, a fun, social, and fast system for finding out your alcohol levels in minutes, used at clubs and events, which he sold a few months later.
Fer was already Community Manager and Planner Digital for Mercedes-Benz Spain at The Cocktail in 2013/14, and he later became Account Planner at Dommo for Google, OpenBank, Fiat, and Nivea.
Fer now brings strategic vision, common sense, and a dose of user-centric design to all the projects he joins as a Brand Strategist at Picnic.