It has been quite an international ride for Laura Sampedro and Carlos Alija. After beginning their careers in Spain, the pair left Sra. Rushmore in 2012 for Sydney, where they joined BMF as executive creative directors and accumulated an impressive array of awards and accolades for their work, much of it for Aldi. In 2014, they moved to London as creative directors at Wieden + Kennedy, where they worked on Honda, Lurpak, and Finish. In 2019, they relocated to New York to join Anomaly as group creative directors.
In July this year, after a competitive pitch, Sampedro and Alija created Coca-Cola’s first marketing campaign since the pandemic, which was shortly followed by Anomaly becoming Coca-Cola’s agency of record in the US.
Now they have moved to MullenLowe LA as executive creative directors, reporting directly to MullenLowe US chief executive officer, Lee Newman.
“Laura and Carlos bring unexpected creativity to everything they touch, whether it’s for a beloved global brand or a product in an unconventional category,” Newman stated. “Beyond their incredible pedigree and portfolio, they bring a crystal-clear leadership vision to the creative culture at MullenLowe.”
“As creatives who have lived and worked all over the world, we are always pushing the limits. MullenLowe’s job description for our ECD roles could have been written by us, word by word,” Sampedro & Alija stated. “We also decided to join the agency because of the people we’ll be working alongside. They are curious, open, and share our passion and ambition for making great work.”
Recruiting the pair is part of a wider strategy by MullenLowe earlier this year designed to decentralise creative leadership across the network, giving greater creative autonomy to executive creative directors in each MullenLowe US office. MullenLowe NY hired its first creative head last month, former TBWA head of design, Chris Rowson, and executive creative directors, Dave Weist and Tim Vaccarino, lead creative at MullenLowe Boston.