Sowhat is a consulting firm where strategy and creative work hand-in- hand to reduce lead times and integrate thinking and execution in a single contact point.
SoWhat is made up of senior marketing executives from leading multinationals, teaming up with agency creative directors from independent and multinational agencies to bring new and different perspectives to any marketing project.

Spanish Marketing Association President 2013-2019 (presently VP of the association).

Permanent member of the ESIC Aster Marketing Awards jury.

Head of Brand and corporate marketing at Telefonica, previously the marketing director for Grupo Santander.

She started her profesional career at Directing (Grupo MCCann) and also worked at agencies like Contraponto and BBDO for brands like BBVA, Cepsa, Rover, Seagram, Nationale-Nederlanden, Iberdrola, Cetelem, Direct Seguros.

Creative Director at multinational agencies like: JWT, Delvico Bates, Lintas, RSCG, BBDO, Y&R, FCB has had the possibility to work in most product categories.

Creative director of locally created global campaigns like: Spain. Passion for life, the World launch of the Mercedes-Benz S Class, and the new global positioning campaign for Ballentine’s whisky (Go Play).

Author of three books on Spanish culture - Spain from within (Domecq), Gold and Silver (Bullfighting art and craft), Sueños de Sara Baras (Spanish dance).

Founding member of Spanish art directors Club – CdeC. Club member #1.

Some works

Founding partner and creative director of independent local agencies Remo, Casadevall&Pedreño. Most recently member of the board at Arroba (digital agency).

Three of his campaigns were selected as part of the 10 best Spanish campaings of the XX century.

The add “cabrero” for Mitsubishi considered one of the 3 best ads in the last 25 years.

Amongst many other awards Jose Luis has accumulated 10 Ondas Awards for radio campaings.

He has been president of the Sol Spanish advertising festival as well as the Spanish art directors club – CdeC.

Some works: TV-Radio-Digital / Print

Born in Panama of Cuban parents. Educated in New York, London, Rome and Madrid.

European Planning director for Bates Europe – the first planner exported to the UK.

Diageo LATAM VP of consumer planning. Diageo VP Global whiskies – in 2017 turned Buchanan’s into the number one performing brand in the company.

Clients / Experience

  • Acierto.com

  • Allianz

  • Amstel

  • Andbank

  • Anesvad

  • Apple

  • Arsys

  • As

  • Avecrem (cueces o enriqueces)

  • Balay

  • Ballantine’s

  • Bancaja

  • Banco Halifax

  • Bosch

  • Cajas de ahorros confederadas

  • Calle 13

  • Campo Viejo

  • Canal Cocina

  • Canal+

  • Carbonell

  • Casino Gran Madrid

  • Citröen

  • Clarks

  • CocaCola

  • Coors

  • Cutty Sark

  • DGT

  • Diageo (Old Parr, Buchanan’s)

  • DYC

  • Ecovidrio

  • El corte Inglés

  • El País

  • Ericcson

  • España (Sol de Miro)

  • Fiat

  • Fintonic

  • Ford

  • Foster’s Hollywood

  • Frudesa

  • Galerías Preciados

  • Gallina Blanca

  • Galloper

  • Greenpeace

  • Heineken

  • Iberia

  • Ie business school

  • Jazztel

  • Koipe

  • Kuwait Investment Authority

  • Liberty Seguros

  • Línea Directa

  • Marca

  • Meliá

  • Mercedes Benz

  • Ministerio de Hacienda

  • Mitsubishi

  • MTV

  • Müller

  • Naciones Unidas

  • Nike

  • Nivea

  • Odisea

  • Once

  • Osborne

  • Panrico

  • Peugeot

  • Pryca

  • Rana

  • Renfe

  • Repsol

  • Ribera del Duero

  • Saab

  • San Gabino Ópticas

  • Santander

  • SC Johnson

  • Seat

  • Sek

  • Self Bank

  • Siemens

  • Telecable

  • Telecinco

  • Teléfonica

  • Telepizza

  • Tourism Ireland

  • Travel Club

  • Univeler

  • Volvo

  • Xerox

  • Ya.com

  • Zoetis