Ogilvy Appoints Guillermo Vega Global Creative Lead for Coca-Cola

By Kyle O'Brien 

Ogilvy has named Guillermo Vega global creative network lead for The Coca-Cola Company (TCCC). In the role, Vega is responsible for defining and driving the creative vision for Ogilvy’s work on TCCC’s portfolio of brands. He will be based in New York and will also join the leadership team of OpenX from WPP, the company’s bespoke new offering created for TCCC earlier this year.

OpenX from WPP is the new integrated agency model comprised of creative, media, social, data, tech, PR and commerce experts from across the WPP network.

“When it came to finding someone for this role, Guillermo’s talent, expertise and background were a perfect match for the ambition of OpenX,” said Liz Taylor, global chief creative officer at Ogilvy in a statement. “Not only is he a champion of ideas that travel, but he is a builder who has repeatedly grown agencies from the ground up.”


Since October 2018, Vega has served as chief creative officer for Saatchi & Saatchi London, where he was responsible for overseeing all the agency’s creative output. He was previously executive creative director at 72andSunny, where he helped launch and establish the agency’s New York office—and oversaw work on clients including Smirnoff, Samsung, Xfinity, Seventh Generation, Yoplait and Cheerios.

On making the move to Ogilvy, Vega said he admired the company’s ambition and the migration of talent to the agency.

“The opportunity to help shape the future of The Coca-Cola Company and its beloved brands in a period of accelerated transformation, is the kind of challenge that will define the future of our industry for years to come. Creativity and innovation are what drive me forward—and OpenX from WPP is the kind of challenge that gets me excited,” said Vega in a statement.

Before joining 72andSunny, Guillermo was the ecd of Wieden+Kennedy São Paulo, helping found that office in Brazil. He grew it from three employees to over 100 in four years by winning clients like Nike, Coca-Cola, Levi’s and Heineken. Prior to that he was at Y&R, where he worked for over 13 years, rising to regional creative director and overseeing Latin America from the Y&R headquarters in New York. He also worked as global cd for Dell and Bacardi, as well as group CD for Virgin Atlantic and VH1.