FUN
Work should be fun.
Life is better if you have fun at work.
Your brain
works better
if you are having fun.
Your teams perform
better if you help them have fun.
Fun has been extracted from the advertising industry, and I fight daily to keep it alive.
Ideas shouldn’t be built with funeral vibes.
Ideas shouldn’t be decided by a committee of a thousand senior layers.
Hi, I am Juan Pablo. I am a social psychologist and a failed musician who has spent much of his professional life in brand/creative strategy and consumer research.I have lived in Chicago for the past three years, thinking with an accent, while working for some of the most iconic American companies, such as Kellogg’s and Campbell’s. Before that, I was Leo Burnett Mexico’s CSO, where I built a new strategy team from scratch and led local and regional work for major clients such as Corona, P&G, Kellogg’s, Walmart, and the Mexican Tourism Board. My results and reputation put me on the radar of the Leo mothership, and I was beamed into the Chicago cold. When I’m not working or complaining about the weather, I’ve done a bit of stand-up comedy and performed on stage a few times with my blues guitar teacher.
Teamwork means everything to me, and my greatest source of pride is the strong relationships I've built with the people I've been fortunate enough to oversee—you can call anyone to confirm. I'm also passionate about various types of research and obsessed with real-life experience and knowledge. Anyone can read a report, but only firsthand exposure allows you to truly understand images, sounds, smells, and feelings.
Back in my younger days, I was part of a band signed by Warner Music that released an album in the late '90s—the glory days of alternative rock in Latin America. I learned how to build stage presence at 18, performing in front of festival crowds that sometimes numbered in the thousands. I also witnessed firsthand how executives often make critical mistakes due to a lack of understanding of the bands they’re meant to support and the culture surrounding them. This incredible life experience shaped my approach to strategy and work as a whole. I'll never give up music, so I continue playing and learning guitar, still chasing the dream of becoming the next global sensation—anytime within the next 30 years.