DIRECT
Charlise Cason Chen
★ President
Charlise is a constant explorer in finding purposeful thoughts in her career or in life. With close to quarter of a century in the industry, she has witnessed all the changes in the advertising field. She has worked in numerous 4As agencies in ASEAN and Greater China i.e. G2, SaatchiX, Leo Burnett, Integer and Barrows, as Creative Lead to ECD. In this journey her responsibilities spanned across Branding, Integration of ATL and BTL and Retail/ Shopper Marketing. Now she is partnering a large production house that brings to life her original ideas.
From time to time, she observes and analyses consumers and improvises ways of working and thinking to develop powerful ideas that are pregnant with purpose.
She believes a great idea is born of true insight.
“Observe your surrounding, listen to people, watch their behaviour, go out and play, ideas are everywhere around you. You just need to open your mind to find original and insightful ideas.
A good idea is able to touch the minds and hearts of your audience” says Charlise.
Charlise is honoured to be selected to be a judge in WINA. She feels WINA is a golden opportunity for participants to hone their talents and grow in creativity.
Pablo Castillo
Pablo Castillo is currently the Chief Creative Officer at Interaction – Costa Rica, the biggest independent agency of the Central American region, and also the most effective agency of the region for the last 3 years according to Effie Index.
He is also an advertising professor at Animal Ad School.
He began his career in 2008 as a junior copywriter in J. Walter Thompson Costa Rica.
After working for 8 years in this agency, he jumped as a Creative Supervisor to Ogilvy Costa Rica.
Later in 2016, Pablo achieved the title of Creative Director at Havas Tribu.
During his career he has worked for some of the biggest brands in the Central American region such as: BAC Credomatic, Lala, Firestone, Chevrolet, Burger King, Toyota, Papa John’s, Carl’s Jr., Mondelez, HSBC, Coca Cola and Claro.
His work has been nominated and awarded more than 200 times in the following festivals: Cannes Lions, Clio Awards, El Ojo de Iberoamérica, Effie Awards Latam, FIAP, The Cup Awards, El Sol, Wave, New York Festivals, AdStars, Festival Antigua, Festival
Caribe and Festival Volcán.
Gustavo Etchandy
CCO
The Electric Agency
URUGUAY
With more than 12 years of experience in the local and international market as Creative and Art Director, he was previously Creative Director at Havas WW México, Amén Montevideo and Ogilvy Uruguay. He worked for brands such as Audi, Telmex, Claro, Absolut Vodka, Chivas Regal, Telcel, DIRECTV, Continental, Cervecería Modelo, Santander Bank, Lifebuoy, Lan Tam Airlines, Mujeres Moviendo Mexico, Diario El País, National Beer Factory, Becker Beer, and others.
He has won more than 90 local and international awards at festivals.
Xavier Molina
CEO
Illuminati
Economist, Master in Business Administration and Master in Communication with studies in Public Management, Governance, Leadership, Marketing, Inbound Marketing, Digital Marketing, Innovation and Digital Transformation.
Over 20 years of experience in Marketing, Business & Political Communication.
Former Executive Vice President of Marketing in ALEGRO PCS ,former CEO in UMA CREATIVA, advertising agency responsible for the branding, speech, concept and image management of the Ecuadorian Government and the creation of campaigns like ALL YOU NEED IS ECUADOR, ECUADOR LOVE LIFE, PRIMERO ECUADOR, etc.
Founder and CEO of ILLUMINATI ADVERTISING, advertising and communication agency.
