Héctor
García

Project Leader
Madrid office
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Héctor García

Héctor
García

Project Leader
Madrid office
-

It’s not unusual to see an agency animal playing around on the client side, but it’s not as common to go the other way. Well, look no further.
 
Until now Héctor’s professional life had been completely tied to the world of mass-consumption multinationals, more specifically the spirits sector. With more than 10 years of experience there, he had become all of an expert. It’s “an exciting and emotional industry” as he would say.
 
He journeyed with companies such as Maxxium and Diageo, which allowed him to create positioning, platforms, and experiences to bring brand purposes to life for market leaders like Brugal rum and J&B or The Macallan whiskies, among others.
 
But his insatiable curiosity drove him to dive outside his comfort zone and bring his own purpose to life: to keep building brands and developing businesses as well as bringing value and having a positive impact for people, the community, the world…
And that’s where PICNIC came into play, with its philosophy about purposes in action and its brave clients who want to do things a different way.
The result: a new picnicker who unites both sides of the coin: client and agency.
 
With so much love for his wife, son, and yet-to-arrive daughter, Héctor chooses passion, curiosity, and the desire to live life to the full, as his identifying traits.
Not surprisingly, his maxim in life can be nicely summed up by a Hunter S. Thompson quote:
 
“Life should not be a journey to the grave with the intention of arriving safely in a pretty and well preserved body, but rather to skid in broadside in a cloud of smoke, thoroughly used up, totally worn out, and loudly proclaiming “Wow! What a Ride!”