PWC Names Former Graffiti Artist Juan-Carlos Morales as First Creative Partner

By Erik Oster 

International professional services network PricewaterhouseCoopers promoted Juan-Carlos Morales to the position of partner, making him the first creative ever to have that distinction.

The former graffiti artist currently serves as chief creative officer at PWC’s digital services division, a role he has held since  November of 2013. In that time he has built the creative department from a team of twelve to one of the business’s fastest growing departments, with a team of hundreds of creatives around the world.

ICYMI, Digital Services is PwC’s $750 million in-house ad agency.


Prior to joining PwC, Morales served as executive creative director at BGT Partners for nine months, working with clients such as Carnival Cruises, ADT, Ryder and FPL. That followed nearly five years as an executive creative director with SapientNitro, managing a team of 78 while working with brands including Coca-Cola, Powerade, Visit Florida and the XGames. Prior to that he served as executive creative director at iChameleon Group, the Florida agency he co-founded in 2005, after his leaving his position as an art director/flash developer at CP+B Miami. He spent nearly two years in that position, working with such clients as Virgin, Burger King, Truth, Ikea and Mini.

As I got into middle school, a lot of other kids started to rebel and I rebelled through graffiti,” Morales explained to AdAge today. “That’s where I found my ability and graffiti became a big passion for me growing up.”

Regarding how his creative side led to his career path, he added, “I first started out doing print for an ad agency and then web work and freelance. I never thought in my career this is where I would end up.”