Santi is a curious, restless and romantic communicator; a humanist dressed as an Ad man. In an industry where words like business, innovation, technology, tactics, synergy, media, interaction, and strategy are often used, Santi is nevertheless still enchanted by the world of theories and ideas: anthropology, philosophy, and history.
Born in Bogota, Colombia, Santi moved to his mother’s native land, Spain, after graduating in 2009, where he enrolled to study art and design at the Instituto Europeo de Diseño (IED) of Madrid. There he was introduced to branding alongside other thinkers, painters, writers, travellers and mad scientists of the arts, fashion, and advertising worlds.
The richness of this multidisciplinary approach to knowledge convinced him to devote the next 5 years to studying Social Communication back home in Colombia. Along this path his passion for sociology and psychology grew, as did his love for consumer-centric advertising; built and conceived from a deep understanding of human drivers and motivators.
Between 2014 and 2015 Santi worked as a Creative at There Marketing: facing different briefs from very different clients and, of course, loving every single one of them. However, by the end of that year, he found his place in the world working in a close-knit relationship with local SMEs and Start-ups, supporting them in the convoluted task of rethinking their objectives and redesigning their strategies. It is not by chance that he finds himself comfortable here at Picnic.
Today, as Brand Strategist, his greatest passion is still deciphering and organizing the puzzle that is the world around him. His biggest frustration though is not having enough time to complete it.