Creativity and Strategy for Hacking Soccer

They exhibit

• 
  Luciana, B.A. Pagalday

  Bachelor of Science in Communication Studies – Advertising Track, graduate of the University of the Republic (UdelaR), with more than 10 years of experience in advertising and communications agencies. Specializes in account management, planning, and execution of communication strategies and advertising campaigns.

  He took courses in Strategic Planning and Account Leadership at Miami Ad School Buenos Aires, Strategic Planning at Brother, digital marketing, and business administration, among other complementary courses.

  She began her career with an internship in media and then worked as an Account Executive at CVA-Martinatto Advertising and Marketing, managing clients from various sectors, including BPS, the Anglo-Uruguayan Cultural Institute, Monte Paz, COT, Bauten Construcciones, and Juan Goldfarb S.A., for their Goldex and Suvinil brands.

  For the past 7 years, she has served as an Account Executive at Cámara/TBWA, where she oversees the development and execution of strategic communication plans for clients such as CCU (Schneider, Imperial, Heineken, Miller, and Amstel), Car One, and brands within the Danone Group. She has also worked with other clients, including Pagnifique, Stiler Constructora, Nissan, and Changan.

• 
  Gabriel, Technician List

  Since November 15, 2005, he has served as Chief Creative Officer at CámaraTBWA. Over the years, he has worked for many of Uruguay’s leading brands and has won awards at Cannes Lions, El Ojo de Iberoamérica, the Effie Awards, FIAP, the Wave Festival, Campana de Oro, Desachate, IAB MIXX, the Argentine Chamber of Advertisers… and also at FIFA.

  As Chief Creative Officer at CámaraTBWA, he works with more than 30 national, regional, and international clients, including McDonald’s, Nissan, and Renault, among others. In 2023, he won his second Cannes Lion at this agency for the “Equality Cup” campaign, created for McDonald’s and the Uruguayan Soccer Association, in the Glass Lions category. Previously, he was named Best Creative Director in Uruguay at the 2022 and 2019 editions of El Ojo de Iberoamérica. He has also received various local awards, and his agency won the Campana de Oro in 2025, 2023, and 2021.

  He previously worked at the agencies Amén, JWT Corporation, and DDB Uruguay, where he won a Cannes Lion for the “Autito” campaign for the Energizer brand.

  Throughout his career, he served as a judge at some of the most important advertising festivals in Uruguay and around the world, including Cannes Lions, El Ojo de Iberoamérica, FIAP, Campana de Oro, and Desachate.

• 
  Osvaldo, MBA Ugarte

  He holds a bachelor's degree in Business Management and Administration from ORT University, a graduate degree in Marketing, and an MBA from the Catholic University.

  With more than 15 years of experience in marketing, trade marketing, and sales, working for local and international brands such as Fernet Branca, the Campari Group (Campari, Aperol, Cinzano), Gregson, Tarapacá, the Codere Group (Maroñas), and Castrol, among others.

  For the past 6 years, he has served as Category Manager for the spirits category at CCU, developing brand strategy and communication for Heineken, Amstel, Schneider, Imperial, Miller, and others.