There are most likely numerous creatives who like to talk about the merits of Hemingway and Orwell versus Proust– but it does not occur every day. Still, that’s what I ended up discussing with the ebullient Emiliano Gonzalez De Pietri, who’s just become chief creative officer at McCann Spain and chief innovative integration officer at McCann Worldgroup there. The move puts Emiliano firmly on Hemingway territory in Madrid.

He has severe composing chops, having started as a reporter prior to changing to advertising. His Spanish daddy was a paper cartoonist, so he saw the inside of newsrooms at an early age. “I really liked the environment,” he states. “And I matured checking out non-fiction books like In Cold Blood, by Truman Capote. Hemingway, Orwell … they were all press reporters. They had a big influence on me: I wished to be like them.”

He studied at the Sarah Lawrence College, a New York liberal arts school with a great composing program, with every objective of ending up being a career journalist. Initially, when he returned to Spain, things started to exercise. But after playing Watson to an investigative reporter for a while, taking his senior’s raw material and turning it into compelling copy, he became disillusioned.

“A terrific story would be eliminated by someone in a remote office someplace, since of some business or political conflict,” he says. “After all the idealistic talk about seeking the truth, that broke my heart a little. Plus, I was working long hours and not making much money. So I thought perhaps it was time for a modification.”

An old-fashioned good friend, who took place to be the owner of the production business Garlic, advised him to think about advertising– and assisted him get an interview at Young & Rubicam. Suddenly, he was plunged into a new life as a marketing copywriter.


It needs to be said that he originates from an innovative background. His Italian mom was a theatre actress– and likewise his biggest critic. She was tough on his father, too, and your home typically resonated with, let’s say, innovative distinctions. “Whenever I published a story as a reporter, she would have lotsof feedback. ‘It’s way too long, you have a tendency to over-write, you love your writing. You don’t wish to be Marcel Proust– you need to be like Hemingway, who composed like a machine-gun.’ And so on. The truth is, she was right. I think she knows this, but she made me a better author.”

The negative criticism likewise steeled him to the more terrible moments of advertising, when your work is “dissected, poked around and even torn apart– and you need to take it with a straight face”. At the same time, as he had found out in your home, “if you soak up the feedback and change things, they’re often much better”.

Before his newest post he worked for almost eight years at Grey, where he led its firms in Peru and Colombia to innovative splendor, prior to rising to senior roles in New York and London. In 2019 his group won a Glass Lion at Cannes for Gillette’s ground-breaking material series “The First Shave”, a trans-gender initiation rite.

“It was Gillette’s acknowledgement that there are various ways of ending up being a man. But there’s only one method of knowing you have actually made it– and that’s the day you shave for the very first time. It’s such a universal concept, however so central to the identity of Gillette, that we felt the brand name had the right to make this declaration.”

At McCann he prospers primary creative officer Mónica Moro, formally the most appreciated innovative in Spain. No pressure, then! However Emiliano discovers his brand-new role appealing for a variety of factors. “From my perspective there are 2 ways to take a look at McCann. One is internationally, at a network level, and the other is very specifically Spanish. As a network … well, what exists to state? Network of the Year at Cannes; incredible, constant work for huge brands, done by some of the people I appreciate the most in this industry … Being able to collaborate with them is a big perk in itself.”

In Spain, meanwhile, McCann is “the top firm, with a remarkable track record, especially in the last couple of years under Mónica. To be chosen to continue that heritage of imaginative quality, in my house country, was an opportunity I could not pass up”.


Among his jobs is expressed by his title: combination. “McCann Spain has an astonishingly talented group of more than 600 people, which is big for the Spanish market. Within that group you have MRM, Momentum, McCann Health, Craft, FutureBrand … all these extraordinary groups. So my objective is to spark more cooperation between them.”

He wants that to occur organically, he adds. “It’s not about a business email stating ‘this is a new process we’re going to put in place’. That’s not the way I work. What I like to do is put in the exact same room individuals with varied backgrounds, varied skills, and different ways of looking at things. Whenever I have actually done that, amazing things have happened.”

He observes that the pandemic has currently levelled the playing field for partnership, thanks to the video platforms all of us now use. “Everybody has their picture on the screen– and no one cares where they’re sitting. In the old days, one innovative would have the ability to pitch his idea in my office, while another would be on a crackly call from India or Brazil. This pandemic has had many unfavorable results, but to a certain level it has also enabled a sort of creative equality.”

As a well-travelled European with a United States Permit, Emiliano has a naturally “borderless” technique to life. “When you have a multicultural background and you’ve operated in other markets, it provides you a sort of emotional intelligence that allows you to adapt to various cultures and sensitivities faster. But it didn’t happen overnight,” he worries.

For instance, when he moved from Madrid to Lima, the adjustment procedure was slower. “It took me nearly a year to comprehend that Latin America is notan extension of Spain! They happen to speak the very same language, but they could not be more different. Once it clicked, things ended up being a lot much easier. I learned a lot from that experience.”

When he moved to Colombia, the modification was quicker. “Working in various cultures certainly makes you more nimble. It makes you more complete as a creative. So I treasure that whole period of my life.”

It even prepared him for his brand-new role in Madrid, he includes. “As I’ll be dealing with heterogeneous teams, that openness and adaptability will come in very helpful.”

Back in his old house town, then– however with a hard-earned collection of new skills.