Gustavo Pratt


Managing Director, Chief Creative Officer & Innovation Officer, Asterisco Healthcare Communications, Mexico

“Innovation distinguishes a leader from a follower” Gustavo has always been on the quest for innovation, change and to challenge the status quo of pharma advertising. His story is very rich and solid in both the creative and strategic environments. He started his career in advertising at BBDO Mexico where he worked on the Pepsi, Gamesa, and FedEx accounts. After that, he joined Ammirati Puris Lintas and was in charge of accounts like GE, Nestlé chocolates, Tetra Pak, and Bayer. Later he was promoted to Associate Creative Director for Bancomer, Sonrics candy, Janssen-Cilag, Volkswagen and McDonald’s. At Saatchi & Saatchi, he launched SKY Satellite TV in Mexico. Finally, he reached Young & Rubicam as Creative Director for AT&T and AT&T Latin America, Danone and Phillip Morris. Then he ventured as a partner in CMV Advertising (small creative boutique that later turned into a full agency) where he worked for Bally Total Fitness Gyms, Starbucks, Royal & SunAlliance, Reebok, Xerox and Pfizer (Viagra, Detrol, Dostinex & Norvasc). There a relationship started with GSW to handle the Lilly accounts for Diabetes and CNS, which earned the agency recognition in the marketplace and set them on the course for becoming a full healthcare advertising agency.

After participating in 5 Global Creative Exercises for GSW, Gustavo started to work for GSW in the United States as the Vice President International Creative Director, responsible for organising and participating in the Global Creative Waves; also acting as the international link in keeping the creative teams together, inspiring them to do great and liberating work. He worked for the global brands of the Lilly Diabetes Franchise, Renagel, Saflutan and Byetta. He was responsable for the Global Diabetes Franchise Campaign for Lilly, Bydureon and also part of the team who developed the Zyprexa and Relprevv global campaigns.In addition he was involved in the creative training for the GSW offices around the world, coordinating creative ideation, execution and production on assigned brands across the international network whilst maintaining global brand book standards. Then he was selected to lead the new GSW agency in Mexico as General Manager of GSW Mexico, a title that lead the agency from just 4 accounts at it’s initiation to more than 30 brands. After GSW, Gustavo joined the Sudler&Hennessey team as Managing Director and lead the agency into new creative territory.

Now, just like many entrepreneurs in the industry have done before him, Gustavo has decided to open his own agency: *Asterisco Healthcare Communications, focusing on innovation as their defining point to do this change. After 3 years and a great reception from international and local clients, *Asterisco is currently working with Merck Germany, Janssen, Amgen, TEVA, Roche, Lupin-GRIN, Biomédica de Referencia.