Juan Santiago Lagos
Multicultural Creative Director Copywriter @Sticky Fingers Creative
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WORK HISTORY
Multicultural Creative Director Copywriter @Sticky Fingers Creative
Miami, FL, US
Independent multicultural creative direction, working both offsite and onsite in close collaboration with agency teams• Partner with leading agencies including Pinnacle Advertising, The 3rd Eye, Conill Saatchi & Saatchi, Orci, Inspire, República HAVAS, Gallegos United, H&L Partners, glueIQ, SCPF, VMLY & R, LatinWorks, MERGE, Creative On Demand, Beber Silverstein and Motive• Lead strategy, concept development and creative direction with a focus on ideas that hold up in-market, not just in presentations• Contributed to work for brands and organizations including Ford Motor Company, Jackson Memorial Hospital, Baptist Health, White Claw, Toyota, ampm, Xfinity, McDonald\'s, Blue Cross Blue Shield, beIN SPORTS and Pizza Hut• Experience across multiple verticals including automotive, healthcare, CPG, telecom, QSR, financial services, entertainment and more• Led and contributed to multicultural creative for large-scale public health and government campaigns, including work related to CMS, CBP and CDC• Develop integrated campaigns across social, digital and content ecosystems, including influencer collaborations, AI-driven production workflows and purpose-driven storytelling
EDUCATION
LA ESCUELITA DE CREATIVIDAD
Creative Copywriting
SKILLS
ABOUT JUAN SANTIAGO LAGOS
I’m a Multicultural Creative Director with 20+ years of experience helping brands connect meaningfully with audiences — especially in the U.S. Hispanic market. I build ideas that are meant to work in-market, not just in presentations. My approach goes beyond translation. I focus on creating work that is culturally relevant, strategically sound and commercially effective — the kind of work that resonates with real people and drives real results. Over the years, I’ve partnered with agencies and brands across multiple verticals — from healthcare and finance to tourism, automotive, CPG, QSR, the public sector and sports, among many others — developing campaign platforms, performance-driven messaging and integrated work across TV, radio, digital and social. I’m used to stepping into fast-moving environments, aligning teams quickly and getting to work. Based in Miami. Working across the U.S. If you’re looking to strengthen your multicultural work with ideas that actually connect, let’s talk.
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