guillermo Valencia

Meet guillermo

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Creative leader with 15+ years directing brand strategy, visual identity, campaigns, and content across global agencies, independent studios, and brand-side roles. I work at the intersection of creative vision and business impact, translating complex briefs into ideas that are clear, distinctive, and built to perform across channels and markets.

Built and led multidisciplinary creative teams from scratch (up to 80+ people) for clients including Google, Amazon, eBay, BlackRock, FedEx, Dove, and Bancolombia. Founded Visual Trust, a proprietary methodology that translates behavioral and cultural research into actionable visual identity frameworks deployed across international markets.

At Sancho BBDO, led the creative transformation of Bancolombia into Latin America's most recognized sustainability-driven financial brand (Effie LATAM, Webby Awards, IAB MIXX). At Edelman, built the entire creative operation from zero and integrated AI-powered workflows across the team.

Recognition: Webby Awards, Effie LATAM, Effie Colombia, IAB MIXX, Wave Festival, Awwwards.

Open to Creative Direction, Brand Strategy, and Campaign Leadership projects, regional or global scope.