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 is the owner and CEO of Asterisco Healthcare communications. A full healthcare advertising agency with the Unique expertise in Mexico for pharma storytelling.
His career started at BBDO and then went on for 10 years in some of the most worldwide agencies: DDB, Saatchi & Saatchi, Young & Rubicam working for the most recognized Brands in the world like: Pepsi, Fedex, GE, Nestlé, Volkswagen, McDonald’s, AT&T and Danone to name a few.
After that 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 started in the world of pharma advertising with Pfizer.
In 2006 he started to work at GSW Worldwide in the United States for the global accounts of Eli Lilly, including: Global Diabetes Franchise, Humalog, Byetta, Bydureon, Zyprexa and Relprevv global campaigns.
Then he was selected to lead the new GSW agency in Mexico as General Manager, driving the agency´s success from 4 to more than 30 brands in one year.
After GSW, Gustavo joined the Sudler&Hennessey team as Managing Director of Mexico and LATAM leading the agency into new creative territory, allowing to be recognized within the network and establish a powerful creative bond.
In 2012, Gustavo opened his own agency: Asterisco Healthcare Communications, focusing on pharma storytelling and innovation. After 7 years, Asterisco has worked with global clients like Merck Germany for Global Campaigns, Janssen Pharmaceuticals, Mead Johnson, Astra Zeneca, Sanofi, Lundbeck, Stendhal, Biogen, P&G and Roche. He has also been a jury at the Global Awards and Cannes Lions (Lions Health).