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MADRID, SPAIN // With extensive experience as a creative in several countries, experimentation, storytelling and creativity have been key in his career and one of the pillars in the creation of CYW. An independent agency based in Madrid, which he founded in 2018 with Carmelo Rodriguez, after more than 15 years of experience together in the North American and European markets.

Previously, he was the Executive Creative Director of Serviceplan Spain with Carmelo, after leading the Bravo/Y&R office in New York and working at The Vidal Partnership NY, SCPF Miami and Contrapunto BBDO, where they both met as interns.

Willy has developed ideas for clients including Amazon, Prime Video, HBO, Netflix, Movistar+, Heineken, American Express, Campbell's, Johnnie Walker, the NFL, Canal+, DHL, Mercedes Benz, Chrysler and Amnesty International, among many others.

He is also a frequent juror, lecturer and teacher of creativity.

His work has been recognized at the most important advertising festivals in the world, such as Cannes Lions, Clio, London International Awards, D&AD, FIAP, Art Directors Club, El Ojo de Iberoamérica, El Sol or the Club de Creativos, to name a few.