Gustavo Pratt

CEO/Chief Creative Officer   Asterisco Healthcare Communications  Mexico

CEO/Chief Creative Officer
Asterisco Healthcare Communications

Gustavo has always been on the quest for innovation, creativity 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 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 & 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. 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 Global Creative Exercises for GSW, Gustavo started to work for them in the US as the Vice President International Creative Director, responsible for the “Global Creative Waves” and also acting as the international link with the International agencies. 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. Then he was selected to lead the new GSW agency in Mexico as General Manager, leading the agency from 4 accounts to more than 30 brands in a year.

After GSW, Gustavo joined the Sudler&Hennessey team as Managing Director and lead the agency into new creative territory, allowing to be recognized within the network and establish a powerful creative bond.

Just like many entrepreneurs in the industry have done before him, Gustavo opened his own agency: Asterisco Healthcare Communications, focusing on innovation as their defining point to do this change. After 6 years and a great reception from international and local clients, Asterisco has worked with Merck Germany for Global Campaigns, Janssen Pharmaceuticals, J&J, Mead Johnson, Astra Zeneca, Sanofi, Lundbeck, Stendhal, Liomont, Alexion and Roche. He has been a jury at Cannes Lions and for the Global Awards and wrote multiple articles witin the pharma industry around the world.