Grupo Gallegos hires Lorenzo as Creative Director

Grupo Gallegos announced the hiring of Lixaida Lorenzo as Creative Director. Lorenzo is one of several additions to the creative department this year, including Executive Creative Director Sebastian Garin who joined the agency in March.

“We’re putting together an exciting team to be a unique kind of agency and Lixaida is a big part of that plan,” said Marty Orzio, Chief Creative Officer. “She has a unique voice and a history of creating innovative ideas for a range of clients and media touch-points. It’s really no wonder that she has won 3 Cannes Lions and numerous short list honors. She brings an energy level that will make us all better.”

Lorenzo joins the agency from JWT Puerto Rico, bringing 13+ years of experience in copywriting and creative direction for iconic brands such as AT&T, Gatorade, Kraft, Ford, and the American Red Cross. As a longtime JWT employee, she was part of the team that put the JWT Puerto Rico office on the map creatively and brought it to its position as one of the top agencies in the JWT network. In recognition of her talents, Lorenzo was invited to be a member of the LATAM JWT Regional Creative Council and President of the creative jury at Cuspide, a local creative festival.

“Grupo Gallegos has a great reputation for innovative and creative work; it thrives on discovering cultural insights and converting them to relevant, inspiring ideas for our clients,” shared Lorenzo. “I am excited to be a part of this team whose focus is to create big, ambitious work across several platforms.”

While at JWT, Lorenzo was responsible for the Gatorade “Sweat & Win Challenge,” a unique experiential campaign that provided a new take on the idea of an Instant Win game. At sports event around the world, Gatorade provided consumers with unique t-shirts that, when sweated through, revealed a ‘win’ or keep sweating’ message. The campaign was honored with a Silver Lion at Cannes and was featured in Contagious magazine and Creativity.

In addition to Cannes, Lorenzo has been recognized at the Clios, Communicator Awards, OneShow and D&AD, adding to the creative firepower at the agency. Within the last few weeks, Grupo Gallegos was honored with 18 Communicator Awards, including 2 Gold and 16 Silver for work for Comcast, in addition to taking home the top prizes at the FIAP and U.S.H Festivals.