Grey Europe today announced the arrival of Máximo Lorenzo as the new CEO of Grey Spain. Lorenzo, who will begin in his new role in August, replaces Javier Suso and will report directly to Alain Groenendaal, President & CEO of Grey Europe.
Lorenzo joins from Grey Argentina and has international experience having worked in both the United States and Brazil. After starting his career working for J. Walter Thompson, McCann-Erickson and Grey in Argentina, he gained extensive experience working client-side, most notably for Gillette and McDonald’s.
During his almost four years at Grey Argentina, the agency experienced a dramatic turnaround. Under Lorenzo’s leadership, Grey Argentina grew winning over 10 new clients including Toyota, Coca Cola, Pandora, Beko, Pan American Energy, Abbott Laboratories and doubled its revenue. In terms of creative reputation, the agency won at Cannes Lions every single year since his arrival and became the second most awarded agency in Argentina in 2018.
Alain Groenendaal said of the appointment; “Max is a born leader. His unique mixture of client, agency and marketing services experience gives him real insight into the power of ideas to transform businesses. His infectious positivism and focus on results make him a great team builder, partner to our clients and a genuine pleasure to work with.
Groenendaal continued, “It is always especially gratifying to promote someone from within our own agency network to a new challenge. We have ambitious plans for Spain and I couldn't be more thrilled to have Max to lead them together with the teams across Madrid and Barcelona.”
Lorenzo commented, “It is undoubtedly the most important challenge of my career, and luckily finds me at the best moment in both my personal and professional life. It is a huge challenge, but I believe in the strength of our network and the Grey Spain team to be amongst the most relevant agencies in the market”.