Founder & Chief Strategy Officer
Alex is the most curious person in the world (MCW unofficial title)
Born in Madrid, but at an early age his curiosity to explore takes him to Reno, Nevada to obtain his High School Degree. He then received his bachelor’s degree in Advertising and PR from The European University of Madrid. He started his career in advertising at Lintas as an account executive. In 1996, he joined Bates WW. First at Delvico Bates Madrid then, three years later, at Bates South in Miami, as the regional planner for Latin America. There working for global accounts such as Mercedes Benz, The Wall Street Journal and Time Inc. Alex‘s talents expand to journalism while covering advertising events as a freelance journalist, interviewing some of the most prominent creative leaders such as, Alex Bogusky, Lee Clow and John Hegarty (surely, these conversations were more memorable for Alex than for the interviewees).
In early 2001, he moved to Buenos Aires until Argentina’s great crisis. In January 2002, he joined The Vidal Partnership (TVP), in New York. He founded and led the Brand Planning Department. TVP was thrice awarded “Advertising Age’s Multicultural Agency of the year” within 5 years. During this period, Alex was named one of the 30 global leaders of the industry under 30 (Ad Age’s “30 under 30 to watch”), and the agency grew from 55 to 255 employees.
In 2007, he moved back to his hometown, Madrid, to become the Chief Strategy Officer at LOLA (Lowe Latina). He led the global strategy for Unilever’s Magnum ice cream, orchestrating the strategic thinking for Asia, Latin America, Europe and the USA.
During this time Magnum became one of the most successful global brands and the campaign earned it a Global Effie in 2012.
In 2011 Alex became Head of Planning for JWT’s Global Task Force, a unit deployed to help tackle issues and win new business around the JWT network. He worked closely with most of JWT’s 200 global network and led teams in USA, Mexico, Brazil, Argentina, Spain, Italy, UK, Greece, Egypt, South Africa, India Thailand, Singapore, Philippines, China and Australia.
In September 2012, Alex decided to take some time off to learn new things (once again, insanely curious). He quit his global job at JWT to deep dive into the innovation field. He pursued the Executive Program at Stanford University on “Customer Focused Innovation”.
During this transition phase, he participated in the creation of different start-ups like Decibel Champagne, the first ever champagne with infused electronic music in its fermentation process, and Shows-on-Demand, fanfunding platforms to help fans persuade their favorite bands to come play in their cities.
Alex founded Picnic in March 2014 as Chief Strategy Officer. A day in the life of Alex is like a month of any regular human being.