Saatchi & Saatchi announces new ECD Ciro Sarmiento
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Sarmiento will report to Chief Creative Officer Daniel Lobatón.
Agency Saatchi & Saatchi announce the hiring of a new Executive Creative Director, Ciro Sarmiento. Sarmiento will report to Chief Creative Officer Daniel Lobatón.
Sarmiento will lead creative work for Tide and other fabric care brands led by the Saatchi & Saatchi team. As Executive Creative Director he will focus on creating a work environment where his team can thrive and continue to create brand defining work for their clients. Sarmiento comes to Saatchi & Saatchi from Weber Shandwick where he served as Chief Creative Officer. He got his start in the industry as a copywriter at Ogilvy Colombia. His bi-lingual, multicultural perspective makes him a powerful creative force. Sarmiento’s love for creativity, brand and his clients has always propelled him forward. His admiration for Tide and Saatchi & Saatchi’s remarkable track record drew him to the agency.
“Tide is a brand I’ve truly admired since starting in advertising, notably the bravery that has led to many iconic campaigns,” said Ciro Sarmiento, Executive Creative Director, Saatchi & Saatchi. “To be part of what is next for Tide is a great honour and I can’t think of a better place to be, than working alongside the fun-loving Saatchi team, on one of the most famous brands in the world.”
“I’m a long-time admirer of Ciro as a leader, his ability to build great brands for clients with insightful work, and his superpower to create opportunities for the creatives he works with, said Daniel Lobatón, Chief Creative Officer, Saatchi & Saatchi. “When looking for a leader who will spearhead the next chapter of the Tide story and continue to evolve the brand with pop culture, Ciro felt like the right choice, and I can’t wait to see where he takes the work.”
Sarmiento has spent his career in both North and South American markets, leading creative for blue chip clients such as Procter & Gamble, Anheuser-Busch, GlaxoSmithKline, Kellogg’s, PepsiCo, Frito-Lay, Mondelez, AT&T, DirecTV, KIA Motors, Chevy, Dunkin’, Pizza Hut, Hershey’s, Mars, Domino’s, Marshalls, Lowe’s, MillerCoors, Unilever, Coca-Cola, BBVA and Gillette.
Sarmiento’s work has been acknowledged internationally with numerous recognitions in international award shows including, gold, silver and bronze recognitions at Cannes, D&AD, One Show, Clio, Effie, NYF’s, LIA and more. Sarmiento is a former President of the USA Latin Creative Board. He has been a speaker at Cannes Lions, D&AD, TED Talk and Ojo de Iberoamérica.
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