Emiliano Gonzalez De Pietri Named CCO, McCann and Chief Creative Integration Officer of McCann Worldgroup Spain

McCann Worldgroup announced today that Emiliano Gonzalez De Pietri has been named chief creative officer, McCann and chief creative integration officer McCann Worldgroup, Spain. From March 9th 2021, he will work closely with Marina Specht who was appointed CEO, Spain, McCann Worldgroup in December 2020 and Adrian Botan, CCO, Europe, McCann Worldgroup. He succeeds Monica Moro who leaves the business at the end of March after 20 years of creative leadership.

In addition to driving creativity and building a strong creative team, Gonzalez De Pietri also takes on a new role within McCann Worldgroup Spain as chief creative integration officer, ensuring strong collaboration and creative integration between the network’s best-in-class agencies in the local market – McCann Madrid, McCann Barcelona, MRM Spain, Craft Spain, Momentum Spain, McCann Health Spain and Futurebrand Spain.

With 20 years’ experience in the world’s top advertising agencies and networks, Gonzalez De Pietri - a Spanish-Italian dual national - was global executive creative director at Grey, headquartered in New York. During his 7+ year tenure, he worked in three continents and five countries, playing a key role in establishing Grey LATAM as Cannes Network of the Year two years in a row, with Grey Colombia and Circus Grey Peru pulling off the biggest Cannes wins in the history of their respective markets. Under his leadership, Grey Colombia won the Product Design Grand Prix with Payphone Bank, and Grey Canada won the first Glass Lion ever awarded to a male brand with Gillette First Shave.

Out of New York, Gonzalez De Pietri ran GSK—Grey’s largest client—globally and led WPP multi-network bespoke teams on new business pitches in APAC, Europe, and North America. In the last year, he took on additional regional responsibilities at Grey Europe, working across markets for brands such as Carlsberg and Volvo.

Botan said: “McCann Worldgroup in Spain is a creative powerhouse and Emiliano is a transformational leader. I will rely on Emiliano’s partnership to integrate our creative offering and deliver at scale. His global acumen is priceless for this role, bringing the experience of working across diverse teams. Not only is he highly awarded but wherever he has been a creative leader he has had a major impact, delivering results in terms of business, creativity and nurturing talent. Last, but not least, I want to thank Monica Moro for her years with McCann and for graciously being part of the leadership transition.”

“My years abroad have shaped the way I lead creative teams now. I work with tight-knit groups of diverse, like-minded people who share one core belief—that creativity is a driver of growth. We put innovation, design, and social strategy at the centre of everything we do, and we rely on borderless collaboration to create human-centric stories that infiltrate culture on a global scale. I am excited to bring this mind set to the best job in the Spanish industry – and can’t wait to see what we can achieve together,” said Gonzalez De Pietri on his appointment.

McCann Worldgroup Spain has won over 100 creativity and effectiveness awards in recent years, including Grand Prix and Gold Lions in Cannes Lions, Clios, One Show and D&AD. The largest agency in the Spanish market over the last 22 years and one of the most awarded,  it has also recently for the sixth consecutive time been named the most admired agency to work, according to Scopen “Best Agency To Work For.”

This marks the first significant leadership appointment since Specht’s promotion to CEO and represents the network’s renewed focus on servicing the business and integration needs of clients in the Spanish market, founded in a strategy around having best-in-class expertise within each agency, while delivering on effective solutions for clients, with creativity at the core.

Specht commented: “As we enter this new era in our journey at MW the need for companies to accelerate their transformation in order to stay relevant in the eyes of the consumer and to continue to grow their businesses in the post-Covid economy, pose a significant challenge. McCann Worldgroup Spain has the ability to respond to these challenges in new ways through the depth of our capabilities and the breadth of our expertise. What enables this strength however is the creativity at our core, combined with a culture of agility, passion and collaboration. Emiliano will enable this with his exceptional talent, global experience and focus on integration, and our clients and people will feel this impact immediately.”