Buenos Aires office
Felicitas was born in Dolores, a small city in the province of Buenos Aires, and the same place where Graciela Borges was born, although she finds it hard to admit. Like most of the people who grew up in the provinces, Felicitas is restless, curious, family-loving, and a very close friend to nature.
At the age of 18, Felicitas moved into the city, where she started a degree in kinesiology at the University of Buenos Aires. However, she soon discovered that her more humanitarian, creative and social side connected better with communication, and that was how she got into Advertising. Thanks to an exploratory and persevering spirit, during her third year at university she started working in the Strategy Department at Young & Rubicam. Then, in her search for new tools and to better understand people, she went on to work in research at Universal McCann and Zenith for various beverage brands.
While working and studying, Felicitas volunteered her weekends for the NGO TECHO. Although it required a lot of effort and time, she felt a great sense of commitment, since she had always been interested in having a positive impact on the world.
Her degree finished, her restless soul took her to live for several months in New Zealand, and to travel to some Southeast Asian countries. Once again, she knew that to achieve what she was longing for, she had to take action.
Returning to Argentina, in less than a month she was already back at Young & Rubicam, but this time as part of the Account Management team for Danone’s Dairy brands. Felicitas firmly believed that obtaining a more holistic view of the business would help her be a better strategist.
And so it would. After two years, thanks to her interest in surpassing herself and looking for new challenges, she decided to establish her own company to work with sustainable brands. After working on proposals for different clients, she realised that her project was targeting a sector with scarce resources, and that if she wanted to continue making this world a little better, she would need a little more help. Coincidentally or not, that was the moment she was offered the chance to join the Picnic team.