Willy was born in Madrid. He has been lucky enough to be surrounded by talent and combine analytical and creative capabilities with opportunity to exercise abstraction in fields such as mathematics, philosophy, drawing and language – although his passion is music. He taught himself to play drums, and then other instruments, and internalised the accent on the first beat. He shifted from Architecture to Economics and Business Administration.

He found Branding and Identity, an incipient field where the previous dots somehow connect and in which has developed a long, multidisciplinary career, leading the strategic brand consulting in national and international consultancies and combining strategy and creativity, design, direction and management.

He started at Spain’s pioneer Corporate Identity firm and had the opportunity to be an active agent in the beginnings of strategic brand consulting in Spain and Latin America. He began as designer and ended as Consulting Director. Afterwards he was the Strategy Leader in Spain of Landor Associates, the global pioneer brand consulting firm, working with international teams and projects, and later on Strategy Director at Lambie-Nairn (WPP).

He has worked for many and renowned organizations and brands at national and international level in multiple sectors. His experience spans different disciplines and eclectic challenges. He has had the privilege to work with some of the best Branding professionals and the opportunity to help brand-led business transformations and developed extensive brand programmes and pioneer projects, including customer experience, brand-driven innovation, sound identity, visual audit software co-creation and the coordination of IBM’s innovation teams in LatAm on pioneer joint projects of UX and digital branding.

Lecturer in various Universities in Madrid and Barcelona, he also has innovation and branding executive education from Stanford University and Esade Business School, and keeps learning subjects from philosophy to psychoacoustics.

His musical journey is eclectic as well, and today he continues to compose and perform occasionally.

Currently in his independent stage he is working as strategic partner, strategist and advisor with some of the most talented brand and innovation firms and professionals. For Willy it is a privilege to collaborate with Picnic.