Pablo Wills

Creative Director · In-house Lead

Working from inside a company changes the rules. The profitability that matters is not the agency’s, but the company’s. Creative decisions are no longer speculative: they carry responsibility for scale, efficiency, investment and long-term brand value.

Today, I lead Planta8, the in-house creative hub at Colombina, a global food company operating at near billion-dollar scale. My work is not limited to producing advertising assets, but to building a creative system — and applying the pressure needed to evolve the internal culture that sustains it. Because without cultural alignment, no creative output performs consistently.

This work began with deep immersion: understanding the brands in detail, their history, tensions and ambitions, while building strong relationships with external agencies, independent studios and specialists across disciplines. The objective was clear: bring the best thinking and craft into the company, regardless of its origin.

My path through creative agencies such as Lowe/SSP3, Sancho/BBDO and Proximity, media agencies like Havas Mexico, and media companies including Univision and Televisa, was never an end in itself. In hindsight, it was a long and demanding school — one that prepared me to operate from the inside, at the core of decision-making. Over time, my role has evolved into that of an interpreter: translating strategic, cultural and business needs — often diluted by fragmented briefs or obsolete processes — into clear, executable creative direction, while helping organizations rethink how creativity is valued, enabled and measured.

I’m interested in environments where creativity is not decoration, but infrastructure. Where ideas are expected to perform, endure and resonate beyond the campaign.