Ideas First

I’m a creative director who’s spent 25 years building brands and leading teams across Europe and the U.S., starting in Spain’s top agencies, then four years as International Creative Director at Discovery Communications, then twelve years running my own shop, Salta With Us, outside Washington, D.C.

I build teams as much as I build campaigns. I’ve led other Creative Directors on large, multi-stakeholder projects, and I stay close to the wider industry by choice: I sit on the board of AAF DC, speak at conferences on creativity and the creative process, and judge award shows, including the Shortys this year.

Bilingual, multicultural, and genuinely comfortable in any channel, because I started in one that didn’t have many yet.

25 years is enough time to learn, grow, learn some more, and adapt: I started working at the advent of the internet, spent a decade figuring out social media as it reshaped the industry, and I’m now watching AI do the same thing. Along the way I’ve built a body of work I’m proud of. You can see it on this website, I’ve done a lot of things, and I’ve enjoyed all of them.