Horacio was born and raised in Mexico City, and since a very young age he knew he wanted to be a movie director. He applied to join the CCC, Mexico’s best film school, but flunked the photography test and decided to major in history at the UNAM. While studying history, he was convinced by his dad who was in advertising, to study something with which he could make a better living, so this time around he movies again, only this time he went for 40 second movies. Horacio majored in communications at the Universidad Iberoamericana.
He began his career while still studying and joined McCann Erikson in 1985 where he worked for eleven years, half of them as a copy writer. He then crossed over to account management and moved to Bozell, and then as a VP account management to Lowe. Horacio was invited to join the founding team to open Olabuenaga as a COO and CFO where he stayed for six years until he decided to co-found Anonimo. Five years later he decided to join the corporate world again and was invited to head the re invention of Leo Burnett Mexico, where he’s had the chance to form a team that´s taken Leo back to where it belongs within the Mexican market.
Throughout his career, Horacio has had the chance of working for several clients and great brands such as Coca Cola and PepsiCo, Telcel and Movistar, Unilever, P&G, Chrysler, General Motors, Heineken and AbInveb, and has held local, regional and global positions with these brands. Paradox is that Horacio is convinced that this business is not about the brands, but about the people.