DAVID has appointed Alvaro Soto as executive creative director in its New York office. Hew will report to North America chief creative officer, Daniel Lobatón, to help shape creative across the agency’s North American client portfolio.
Alvaro brings deep expertise in developing integrated campaigns for global and regional brands across North America and Latin America in a sixteen-year career. He joins DAVID after more than five years at Grey New York, where he served as global group creative director on Corona and Budweiser, and previously led teams for Pringles, Modelo, and P&G in the U.S. market. Prior to Grey, he held roles at Anomaly New York and INNOCEAN Los Angeles after beginning his career at McCann Lima and TBWA Lima.
Alvaro is known for turning simple human insights into culturally resonant ideas. He creates campaigns that blend craft, innovation and brand storytelling. Most recently, he led Lime Guides for Corona, transforming the brand’s famous lime ritual by using food-safe laser technology to etch cutting guides directly onto the fruit, ensuring the perfect wedge every time. He also helped take Corona Cero beyond the beach to the snowy slopes with For Every Golden Moment, a global campaign for the Milano Cortina 2026 Winter Olympics.
“Alvaro stepped into the office and immediately became essential to DAVID. From leading teams to get to better, sharper, more insightful work to taking some of our internal ways of working and identifying how to help us build an even faster rocket ship as it takes off. And it’s only been a week. Very excited for all the amazing work he will lead,” Lobatón commented.
Other notable work includes Widen the Screen for P&G, a platform created to address representation and expand opportunities for Black filmmakers in the entertainment and advertising industries, as well as Claustrobar for Stella Artois, the campaign that celebrates those who sacrifice their space to enjoy a cold Stella in a crowded bar. His work has earned recognition at the industry’s most prestigious award shows, including Cannes Lions, D&AD, The One Show, Clio Awards, Effie Awards, The ANDYs, London International Awards, AICP Awards and The Webby Awards.
“I’ve admired DAVID’s work for a long time, so joining the team is a special moment for me. I’m excited to collaborate with such talented people, build strong partnerships with our clients, and create work we’re all proud of,” Alvaro stated.
Founded in September 2022, DAVID New York rapidly became one of the network’s leading offices, fuelling the agency’s continued growth in the US. The office leads AOR relationships with brands including Supercell, IKEA U.S., and Kimberly-Clark, producing culturally driven work across gaming, CPG and entertainment.
Following its Grand Prix-winning Copycats Welcome campaign for Supercell’s Clash Royale, DAVID New York was named Entertainment Agency of the Year at the 2026 Cannes Lions International Festival of Creativity for the second consecutive year. The office earned six Lions in total – one Grand Prix, three Silver and two Bronze.
