Leo Macias Named CCO of LolaTBWA

With more than 30 years of experience, Leo has built a solid career in both the Brazilian and international markets, combining creative leadership, strategic vision and experience in the brand, technology and entertainment sectors.

Throughout his career, Leo has led creative teams at agencies such as Ogilvy, Havas, Publicis, DDB and Laundry Service. In the United States, he held global leadership positions at companies such as Snapchat, where he was global creative director, and Amazon Prime Video Studios, where he served as global vice president of marketing and activations. Previously based in New York, he was global creative director of Laundry Service, where he managed international accounts such as Nike, Foot Locker and Hennessy, among others.

His career is characterized by his work on complex, multidisciplinary and multicultural projects. Over the years, Leo has won more than 300 international awards at the main festivals in the sector, has been a jury in several editions of Cannes Lions and other global awards, and has given lectures at SXSW on innovation, creativity and new models of brand building. During his time as CCO of DDB Colombia, his creativity was recognized in El Ojo de Iberoamérica for the works “Board Imagination Bilboard” (Gold El Ojo Vía Pública 2018 and Bronze El Ojo Prodiciones Gráfica 2018), for Play-Doh, and “One thousand hashtags” (Silver in El Ojo Grafica 2017) and “2:45 sin breathe” (2 Silvers in El Ojo Grafica and 1 Bronze in El Ojo Activación 2018). Both for Shutterstock Colombia.

Chaka Soghani, Global Creative Director of TBWAWorldwide, comments on Leo’s arrival: “These are exciting times! Leo’s innovative vision and extensive experience make him a truly disruptive leader and essential for the launch of LolaTBWA in Brazil. It inspires and challenges in equal measure, and will further reinforce our commitment to delivering bold, culturally relevant work that transforms our clients’ businesses. “I am absolutely excited about his arrival, which will further elevate our creative level in Brazil and globally.”

Carol Boccia, CEO of LolaTBWA, adds: «Leo is an extraordinary professional, with a solid and unique vision, as well as a rare experience that connects creativity, branding and business. He arrives to raise our creative level and help define the standards that will guide Lola from the beginning. “His perspective on new narratives, cultural trends and ways of connecting brands and people is fully aligned with the project we are building.”

«My recent experience in the United States, in companies such as Amazon Studios and Snapchat, added to the entrepreneurial spirit, expands my vision of how creativity can act as a system to build relevance, culture and long-term value for brands. I see in LolaTBWA the opportunity to expand this way of thinking and acting in a globally ambitious project, led by Carol Boccia in Brazil, where I will work very closely with her in this important phase of creative structuring of the agency,” comments Leo Macias.

PHOTO: Carol Boccia and Léo Macias – credits: David Reis.