The Juju Welcomes Jorge 'Coqui' Soto as Executive Creative Director in Peru

The Juju, the creative agency of the untold| ecosystem, led by Darío Straschnoy, announces the incorporation of Jorge 'Coqui' Soto as executive creative director in Peru. In this new role it will work towards Gloria, the leading company in the Peruvian milk market.

With more than 22 years of experience in the field of publicity agencies, Coqui comes to head the creative team for AB InBev and Cemento Sol of UNACEM in VML Peru. During this period, which began in 2016, he won second Cannes Lions, two Grand Prix at the El Sol Festival and other awards such as New York Festivals, Mad Stars, PHNX and Effies.

“The process of coming up with a good idea must be equally good and enjoyable. Ideas cannot exist in just one person. Some days are longer than others, but it is a night that we cannot lose. We believe that Coqui is the talent we need to reveal for the process and for ideas”, explains Andrés Briceño, president and partner of The Juju, on Soto's disappointment, who comments: “It was time to start a new chapter. I'm very excited to join The Juju and see such a special brand for Peruvians like Gloria. I'm here to bring, learn and follow by doing what I'm most passionate about, ideas that connect emotionally with people."

The copywriter, who has worked with brands such as Movistar (with which he wrote on the first Cannes Lions), Toyota, Británico, Maestro Home Center, Liga Contra el Cáncer, Banco Financiero, among others, is also a teacher at Brother, the Creative School in Peru.

“The brands and the teams in the agencies not only need people with experience and talent, but also people with a human side and sensitivity to create and lead. We believe that Coqui knows everything, we believe that he is a talent with a lot of Juju”, concludes Andrés Briceño, President and Partner of The Juju in Peru.