• This alumnus of Universidad de Santiago and creative director of his own advertising agency, Inbrax, was recognized as one of the best professionals in this area for his retail campaigns. He is the first Chilean to receive this award.

With more than 20 years of experience in the creative area, Pancho González has become an icon in the advertising field in Chile. To date, this alumnus of Universidad de Santiago has received more than 100 national and international awards and he is among the 10 top creative directors in the ranking of BestAdsOnTV, Australia. He has also been on the jury of important international festivals, like Cannes, the Webby Awards, Effie Awards, El Ojo de Iberoamérica, Clyo Awards 2016, and others.

The expert in retail expressed his gratitude for the imprint that Universidad de Santiago leaves on its alumni. “I would like to highlight the pluralism at the university; the possibility of sharing with classmates from different social backgrounds; the opportunity of becoming part of quite democratic processes, and the possibility of sharing with very intellectual people. This is beyond the technical aspects that we could learn from the School at that time, when the facilities were not good. They do not compare to what we have today, but then, you had to do research,” he says.

First Chilean at the top 25 Creativepool ranking

Every year, the renowned English magazine Creativepool selects the best professionals in the advertising field worldwide. It usually includes creative directors of the United Kingdom and Europe; however, on this occasion and for the first time, it included a Chilean publicist in the ranking.

“In my interest for being ahead of the curve, I am always looking for new platforms, to send our works abroad to different contests. At Creativepool, my work won thanks to the evaluations and comments in the web. I am sure that, in the future, more Chileans will participate and win this competition,” González says. 

For the contest, González submitted two advertising campaigns: “Bubblegum Real Fruit Flavors”, for the Brazilian brand Buzzy, and “Read at night”, for Faber Castell.

The renowned publicist says that he is proud for his achievements. “I feel honored for these awards. Sometimes, I asked myself how I have done this. I think about it and I can’t believe it. I have continued working with the same humility for years. Every day, I start from scratch and I think how to keep myself as a good professional for the industry, someone who contributes and guides people so that they become good professionals for the market,” he says.

González studied both in Chile and abroad, and he has worked for the best advertising agencies of the country. Currently, he is the creative director of his own agency, Inbrax. He and his associate Carolina Pinheiro opened the agency six years ago, and since then, they have worked for important clients like Cencosud, Coopeuch, Kayser, Cummins, the Chilean Criminal Investigation Police, Publimetro and Sodexo, among others.

Translated by Marcela Contreras