New York: Ogilvy has announced the appointment of Guillermo Vega as Chief Creative Officer for North America. Vega, who has led creative work for The Coca-Cola Company across the WPP Open X network since 2022, will now oversee the creative vision and output across all of Ogilvy’s capabilities and clients in the region.
The promotion follows Rafa Rizuto’s departure from the role after approximately 18 months to pursue a new opportunity, which is expected to be announced in the coming days, according to media reports.
In his expanded role, Vega will lead creative efforts for major accounts including The Coca-Cola Company—named Cannes Lions Creative Brand of the Year 2024—as well as Unilever and Mastercard. He will also continue as Ogilvy Group’s Global Creative Network Lead for WPP Open X, the dedicated agency team serving Coca-Cola.
Ogilvy said Vega will additionally oversee the launch of a new creative studio focused on integrating agentic AI into concepting and production.
Vega’s creative leadership has produced several acclaimed campaigns, including Coca-Cola’s 2024 Paris Olympics initiative and Powerade’s mental health program, which enabled sponsored athletes to pause commitments for well-being reasons.
His career spans global creative roles at Saatchi & Saatchi London, 72andSunny New York, and Wieden+Kennedy São Paulo, establishing him as one of the industry’s most versatile creative leaders.
