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Gonzalo López Baliñas

Creative Director & Strategic Consultant

I start by understanding the business and the problem we need to solve. Then come the idea, the creative direction and the team to bring it to life. That is how I connect strategy, creativity and execution.

I can join your team, collaborate with your agency or bring together the specialists a project needs. I work with brands, businesses, projects and agencies from Montevideo, Uruguay.

Explore the projects and their results →

Experience with brands and organisations

  • AB InBev
  • Águila
  • AIVA
  • Amnesty International
  • ANII
  • Antel
  • Arcor
  • Axe
  • Banque Heritage
  • BASF
  • IDB
  • IDB Lab
  • Gates Foundation
  • CIU
  • Casa Zorrilla
  • Castellán
  • Coca-Cola
  • Cardiovascular Health
  • Converge
  • Correo Uruguayo
  • DCAF
  • Gender Policies
  • ECH
  • Eficiencia Energética
  • EYECUE
  • Fe y Alegría
  • FNR
  • Forbes
  • Gerdau
  • GRABA
  • Heineken
  • INIA
  • Braglia
  • Inmujeres
  • IM · Montevideo
  • Knorr
  • La 1010
  • La Pasiva
  • Love Beauty and Planet
  • Magnum
  • Megalabs
  • Mercant & Esteves
  • Environment Ministry
  • MIDES
  • MGAP
  • MIEM
  • MSP
  • MTOP
  • Interior Ministry
  • Monte Carlo
  • MOVÉS
  • Nescafé
  • Nespresso
  • Nestlé
  • OMEU
  • WHO
  • UN Women
  • OPP
  • PAHO
  • Global Compact Uruguay
  • Paullier
  • Pilsen
  • Plan Vale Uruguay
  • Presidency of Uruguay
  • Prolesa
  • Elsie Project
  • Radio Carve
  • Radio Cero
  • Radio Cero Punta
  • ReAcción
  • Red Hat
  • Renault
  • Rexona
  • Roche
  • Samsung
  • Starbucks
  • SUAT
  • Elsie Initiative Fund
  • TUMO
  • Udelar
  • UNASEV
  • UNICEF
  • Unilever
  • Uruguay Innovation Hub
  • Uruguay XXI
  • UTEC
  • Ventus
  • Vinoteca Club
  • Warner Bros.
  • World Bank

Practice, experience and education

Alva Creative House

Executive Creative Director · Partner

FIC · Udelar

Associate Professor

PRESENT

Innovation Consultant

ReAcción Latam

Technology, creativity, sustainability and environmental transformation.
01
PRESENT

Consultant · Educational Content

Empathy

Educational content focused on cultural transformation and triple impact.
02
2014—2016

Chief Creative Officer

Garabato MullenLowe · Paraguay

Creative leadership for regional and international brands.
03
2012—2015

Associate Creative Director

MullenLowe Group · London / Global

Campaigns and special projects developed with multicultural teams.
04
2009—2016

Executive Creative Director

Ginkgo MullenLowe

Leadership of integrated teams and campaigns recognized locally and internationally.
05

Education

Universidad de la RepúblicaUniversitat de BarcelonaInteraction Design FoundationRare with Google ↗Duke UniversityWharton

Awards and professional participation

Awards

  1. 2026
    Saniss

    Bronze · Respecto.

  2. 2026
    Desachate

    3 baleros.

  3. 2025
    Gran Campana de Oro

    Historias de Paz.

  4. 2025
    Gerety Awards

    Historias de Paz.

  5. 2025
    Saniss

    Historias de Paz.

  6. 2025
    WINA

    ROC.

  7. 2025
    IAB MIXX Uruguay ↗

    Silver · Use of Technology · Material de Sobra. Alva Creative House for Syty Construcciones and Block Desarrollos.

  8. 2024
    Campanas de Oro
  9. 2024
    WINA

    Sistema BIC · ReAcción Latam.

  10. 2023
    Campana de Oro

    Sistema BIC · ReAcción Latam.

  11. 2021
    Effie Uruguay ↗

    Silver · Positive Change / Social Good / Diversity and Inclusion · RompeCristales. Alva Creative House for El Observador, with La Mayor.

  12. 2021
    Cannes Lions

    Shortlist.

  13. 2020
    INMA

    Double nomination.

  14. 2018
    Audience Award · De Igual a Igual

    Audience recognition.

  15. 2018
    Gran Campana de Oro

    Carve 90 años.

  16. 2012
    El Sol de San Sebastián

    2 Silver awards

  17. 2016
    Desachate

    1 Silver · 6 Bronze · 4 shortlists

  18. 2015
    El Ojo de Iberoamérica

    1 Silver · 1 shortlist

  19. 2014
    El Ojo de Iberoamérica

    2 Silver · 8 shortlists · Uruguay's Best Creative Director · Best Agency

  20. 2014
    Cannes Lions

    1 Gold · 1 Silver · 3 shortlists

  21. 2014
    Desachate

    1 Silver · 1 shortlist

  22. 2013
    AdStars

    1 Bronze · 1 Crystal · 10 shortlists

  23. 2013
    Cannes Lions

    1 shortlist in Direct

  24. 2013
    D&AD Awards

    Wood Pencil (formerly In Book)

  25. 2012
    El Ojo de Iberoamérica

    1 Gold · 2 Silver · 5 Bronze · 1 Titanium for Amnesty · 0 Views · Uruguay's Best Creative Director

  26. 2012
    El Ojo Local

    Uruguay's Best Press Campaign for Amnesty · Missing

  27. 2012
    IAB MIXX Uruguay

    2 Gold · 1 Silver · 1 Bronze

  28. 2012
    Cannes Lions

    Gold in Press and Outdoor for Amnesty · Missing · Bronze in PR for Amnesty · 0 Views

  29. 2012
    FIAP

    1 Silver · 1 Bronze · 1 shortlist

  30. 2012
    Wave Festival

    2 Silver · 1 Bronze

  31. 2012
    Desachate

    4 Gold · 1 Silver · 4 Bronze · 6 shortlists · Idea of the Year · Agency of the Year

  32. 2011
    Campana de Oro

    3 Grand Prix

  33. 2011
    El Ojo de Iberoamérica

    2 Gold · 3 Silver · 1 Bronze · 1 shortlist

  34. 2011
    El Ojo Local

    Uruguay's Best Radio Campaign · 3 shortlists

  35. 2011
    Effie

    Bronze

  36. 2011
    Cannes Lions

    3 shortlists

  37. 2011
    Gramado

    1 Gold · 2 Bronze

  38. 2011
    El Sol de San Sebastián

    2 Bronze

  39. 2011
    Wave Festival

    Radio Grand Prix

  40. 2011
    FIAP

    Radio Grand Prix · 3 Silver · 3 Bronze

  41. 2011
    The Cap

    Cosmetics & Beauty

  42. 2011
    Desachate

    5 Silver · 3 Bronze · 3 shortlists · Best Copywriting

  43. 2010
    El Ojo de Iberoamérica

    2 Silver · 1 Bronze · 2 shortlists

  44. 2010
    Campanas

    3 Gold

  45. 2010
    Desachate

    1 Bronze

Jury service

  1. 2025

    Effie Awards Uruguay · Jury member and Grand Jury member

  2. 2024

    WINA ↗

  3. 2022

    Campana de Oro

  4. 2021

    El Ojo de Iberoamérica · Best Local Idea

  5. 2018

    New York Festivals

  6. 2016

    Tatakua · Paraguay

  7. 2015

    IAB MIXX Uruguay

  8. 2014

    El Ojo de Iberoamérica · Radio ↗

  9. 2014

    Digi Advertising Awards · IAB Perú

  10. 2014

    AD STARS Festival · Preliminary Stage

  11. 2013

    AD STARS Festival · Preliminary Stage

  12. 2012

    Campana de Oro · Representing the Uruguayan Advertising Circle

  13. 2010

    Festival Canutos · Brother

  14. 2010

    Concurso Pericom.uy

  15. 2009

    Festival Canutos · Brother

Talks and conferences

  1. 2025

    Forbes Game Changers Summit ↗Humanity, creativity and AI · Forbes Uruguay · In Spanish

  2. 2022

    Triple Impact Leaders ↗El País · El Empresario · In Spanish · Subscription required

  3. 2017

    Universitat de Barcelona · Online

  4. 2016

    Tatakua · Asunción, Paraguay

  5. 2013

    Explosión Creativa · Caracas, Venezuela

  6. 2012

    Brother · Montevideo, Uruguay

  7. 2011

    #AftersIAB · Montevideo, Uruguay

Interviews and articles

  1. 2022

    The first Uruguayan at the Rare with Google Leadership Academy ↗El Observador · In Spanish · Subscription requiredInterview on Desayunos Informales (Spanish) ↗

  2. 2018

    Creativity and value for clients ↗InfoNegocios · Interview in Spanish

  3. 2018

    Independent thinking as a creative differentiator ↗El Observador · Interview in Spanish · Subscription required

Early recognition

  1. 2010

    First Inter-University Blog Competition · First prize

  2. 2008

    Young & Rubicam workshop · First prize

  3. 2008

    Ogilvy, Euro RSCG, Publicis and Gurisa workshop · Finalist

  4. 2007

    FIAP competition · Finalist

  5. 2007

    DDB workshop · First prize

  6. 2007

    Ogilvy, Gurisa, Euro RSCG and JWT workshop · Finalist

  7. 2006

    Canutos internal festival · Gold