el taier DDB Centro Appoints Mar Frutos and Chiky Cáceres as Chief Creative Officers

After an excellent year, with creative results that have positioned it #1 in the Crema Ranking and #1 Effie Effectiveness Index for Guatemala, award-winning work worldwide and the consolidation of major clients and new accounts, Victor Pardo, founding partner and new creative chairman of el taier DDB Centro, is pleased to announce the arrival of Mar Frutos and Chiky Cáceres as new CCO’s.

“It is an honour to have this high-voltage creative duo, which is in line with our objectives of developing stories that inspire people and generate strong and lasting links with brands. With this in mind, the agency continues to grow, gaining more and more space at international festivals, producing innovative, impactful work of international stature. We are convinced that the arrival of Mar and Chiky, two talented professionals with brilliant careers, will further enhance all our achievements as a team and will certainly have a positive impact on the quality of the work we develop for our partners, clients and future clients,” says Victor Pardo.

Mar Frutos and Chiky Cáceres are a multidisciplinary Spanish creative duo who have been working in communications for more than 20 years and are familiar with different agency models, in different cultures and countries. They previously worked in Perú as CCO’s at Pragma, an important Peruvian agency that became part of DDB, and later at Y&R Colombia as creative vice presidents. “Our experience in different markets has given us a broader vision of the business and allows us to enhance collaboration between heterogeneous work teams”. Mar and Chiky not only assume the position of CCO’s of DDB Centro, they also come to drive creativity and consolidate a strong, dynamic and diverse creative team, taking advantage of the different capabilities of the group's companies, including Tribal Worldwide Centro and Hearts & Science.

"We are very excited about this challenge and we take over with a lot of respect and admiration. We are coming to the number one agency in the country and we have found a world-class group and team that is not afraid of change and that teaches us something new every day. Both Manuel Madrid, president and CEO, and Victor Pardo, creative chairman and founding partner, have a big thinking and global mindset that motivates us, connects us and has brought us this far," says Mar and Chiky.

In the course of her professional career in the Spanish market, Mar went on to work at Lola MullenLowe (Madrid) and El Laboratorio Springer & Jacoby (Madrid), as ECD, where her most important work was for Mercedes-Benz. Her campaigns were highly recognised and awarded, both for their creativity and effectiveness. The first agencies Mar worked for were Saatchi & Saatchi and Delvico Bates. The most important accounts he has worked with are: Movistar, Mercedes-Benz, Telefónica del Perú, Fundación Telefónica del Perú, Yoigo, Unilever, PRIMAX, Schweppes, Trina, Campofrío, ONCE (Spanish National Organisation for the Blind), Volvo, Delta Airlines, P&G, Mapfre, Openbank, Suzuki, Citroën and Special Olympics.

Chiky Cáceres is a creative with a multidisciplinary career that has led him to experiment with the world of art and design. He has worked at Young & Rubicam Madrid and at Remo, as a DC, where he created campaigns for Calle 13, Universal Studios, Heineken, Mitsubishi, Coca-Cola, Bancaja, Línea Directa and Disney Channel among others. His first job was in the publishing world, Vanidad Magazine and this experience led him to join the creative team of Delvico 2IN, a creative boutique specialising in art and fashion. His interest in beauty and different forms of communication also led him to work as a director in a production company.