Fernando is not just a very good strategist. He is one of those people you want around when the problem is hard and it is not yet clear what the question even is. He has an uncommon ability to go deep, connect very distant dots, and find relationships no one else was seeing. And from there, much more powerful strategic and creative paths tend to emerge. On top of a brutal capacity for analysis and synthesis, he plays extraordinarily well as a team. He rolls up his sleeves, listens, builds, pushes, and has something that means a lot to me: he does not try to dazzle or be the brightest in the room. He prefers that the whole room shines more and that the collective outcome goes even further. With Fernando, projects tend to end up in better places than you imagined at the start. And, as a bonus, the journey by his side is a lot more enjoyable.

When helping me on a Stella Artois project, Fer came up with three very unexpected ways to approach the brief, each with a fresh insight and point of view. He turned it around in no longer than a couple of days. And while he can come in and out with fresh takes, I've also experienced his leadership on a massive pitch we did for an iconic Turkish brand. He led it from beginning to end, always working closely with creatives, while bringing everyone (including GUT's global leadership team) into the same overall pitch narrative.

Fer is one of those strategists who can see the bigger picture without losing sight of what makes an idea work. He brings a strong global perspective, a deep understanding of consumers and brands, and an instinctive connection to creative thinking. What I value most is his ability to turn complex business and communication challenges into clear, simple, and powerful strategic territories. He is a highly valuable partner to both clients and creative teams.

Fer has a rare ability to connect data with genuine human insights. He doesn't stop at the numbers, he finds the human tension behind them, something real that can be turned into an idea, just like he did with "We brew birra" for Bud. He gets involved, builds alongside the team, but above all, pushes the ideas until they're better.

Fernando helped us turn the partnership between Trainline and Real Betis into a plan. He was central to cracking the big idea, shaping the activations around it and building the calendar that got it all out the door. He kept every partner moving in the same direction, which, as you probably know, is as hard as it sounds. Always positive, always pushing things forward.