Agustín Soriano Named Chief Strategy Officer McCann and Chief Strategy Integration Officer McCann Worldgroup Spain
McCann Worldgroup announced today that Agustín Soriano will be joining McCann Worldgroup as chief strategy officer McCann and chief strategy integration officer McCann Worldgroup. Reporting to Marina Specht, CEO McCann Worldgroup Spain, this move marks a return to the Spanish market for Soriano, where he will work closely with Emiliano González De Pietri, chief creative officer McCann and chief creative integration officer McCann Worldgroup Spain and Vicky Nieto, managing director McCann and with María Martínez, managing director and chief strategy officer MRM Spain.
This is a newly created cross-agency position within the group's structure in Spain. This move demonstrates the group’s on-going commitment to strengthening strategic brand and communication consulting, designed to create added value for customers at a time of accelerated consumer and business transformation, driving further integration of the raft of capabilities across the group in the Spanish market.
Agustin is charged with the renewal and expansion of McCann's integrated offering in strategic brand and communication consulting. In addition, he will partner with De Pietri to provide strategic leadership for the Group's creative opportunities and integrated innovation projects, to drive the acquisition of new global clients. He will also create a connected community of planners within the Group, working with Juan Manuel Ramírez and Iolanda Casalá, planning directors at McCann Madrid and Barcelona respectively, as well as with MRM, Momentum and FutureBrand´s Planning teams.
Agustin is a recognised professional of international prestige, with more than 15 years’ experience in the development of successful integrated strategies for a diverse range of brands and product categories. With a multinational profile, he has lived in four different markets: Spain, USA, Amsterdam and Sweden, working on local and international brands.
He joins the network from Sweden, where he more recently worked as global brand strategist for Volvo Cars. During his time at the Swedish multinational, Agustin contributed to Volvo being named as 2020 most awarded car brand in the world for its communication, creating iconic campaigns such as ‘The Parents’ or ‘A million more’. In 2016 he joined Forsman & Bodenfors, the leading agency in Sweden, as strategy director.
Prior to this he worked at J. Walter Thompson Amsterdam, where he was part of the team that transformed the agency in just two and a half years, to position it as ‘Innovation Agency of the Year’ at Cannes 2015, thanks to campaigns such as ‘The Next Rembrandt ‘ for ING. The campaign won two Grand Prix (in Cyber and Creative Data) and more than 80 awards at host of top tier international creativity festivals.
His career also includes time as an entrepreneur, during which he founded and directed his own Advertising agency in Valencia (Spain), for five years. He is also co-founder and director of the Professional Master in Brand Strategy Hoala, reputed to be one of the most ambitious and powerful global programs in brand strategy and communication.
Agustin started his professional career at McCann Spain, an agency to which he returns after 18 years.
Commenting on his appointment, Harjot Singh, global chief strategy officer McCann said: “At McCann we believe that creativity and strategy are inextricably linked and permeate everything we do and make. Agustín is the kind of creatively driven strategy leader we actively seek out in every market. He is passionate about making brave, effective work and generous in his approach to leadership. He is curious and worldly at once, and adept at balancing intuition with rigour. I am very happy that he’s joining McCann.”
Agustin added: “When living abroad, a frequent thought is when is the best time to return and what is the best project to do so. McCann is the leading company in Spain by volume of business and by creative quality, it is also considered the best agency to work for, in addition to being the best network in the world. And that is a wonderful coincidence that is very difficult to find. So when Marina and the team told me about the project, I immediately embraced it. There it was. Those things are felt inside. I arrive enthusiastic and with a huge desire to start working and do great things. Honestly, I don't think there is a place with so many possibilities and so much talent in the Spanish industry right now”.