Biography

Mercedes Lucena
A little bit about me:
My career in advertising started with a trainée at JWT while I was attending college. I learned to do headlines for The Beers inspired by a real diamond the agency had locked in a hidden room.

Then, I joined Zapping, an independent boutique, when they were just 6 people; and I left when the agency changed its name to “Zapping MC Saatchi” and they were 60 people. Here, I did some good stuff for Disney Buenavista, Mercedes-Benz, Alitalia and Friends of the Earth and won a Cannes Lion.

Afterward, I formed part of BBDO working for Toyota, Gillette, Paramount Comedy, Fox, Masterfoods and The Spanish Association for relatives of people with Alzheimer. The concept that I created for P&G, “The Sandpaper Man” became very popular and was exported to the Latin American Market.

From 2010 to 2015, I worked at Mccann Madrid. At this office, I grew up as a creative, turned into CD and had the opportunity to work globally for clients like Ikea, Coca-Cola, Campofrio Foods, MasterCard, Repsol, Heineken Group and Calvo food.

I also contributed to Mccann being named the most granted network in the world, as Gunn Report ranked “Mothers” for Calvo Tuna, as one of the tops awarded commercials worldwide.

On January 2016, I moved to Mexico, to have international working experience in Ogilvy, where I worked for Coca-Cola Global and Coca-Cola Mexico. Here I signed the first Coca-Cola football commercial made in a Mexican agency for more than Fifteen countries.

Then I returned home to join Leo Burnett Madrid as Creative Director, where I did quite successful contents for Dia Supermarkets and Pernod Ricard. I also created and led the most international featured advertising campaign from Spain, a 20 minutes short movie for Xmas Lottery in collaboration with the Oscar-winning director Alejandro Amenábar.

Meanwhile, I have traveled a lot, fuelled my Instagram, and I have done other things, such as writing documentaries and promos for Canal +. Currently I am working as a freelancer for agencies like La Comunidad or The Cyranos for Mccann Worldwide.

I love to be in a multicultural ambiance, to lead multidisciplinary teams and to tell compelling and emotional stories. My work has been recognized at Gunn Report and with more than 70 prizes, including Cannes Lions and The One Show.

mercedeslucen@gmail.com
tlf: +34 675 96 90 01