Today, Luis Medina is considered one of the most effective marketing consultants in Chile. A specialist in SEO (Search Engine Optimization), Medina asserts that the only way to achieve effectiveness while maximizing a communication budget is by adopting a precise, systemic approach to communication strategies. "It is focused divergence that ultimately converges in achieving the desired objectives," he says.
Lucho Medina
Luis Medina
Lucho Medina, General Creative Director and Partner at BBDO and DDB Needham agencies, one of the most awarded advertisers in Chile, Chilean creatives, Chilean designer.
Luis Alberto Medina has been recognized as "Best Publicist" two years in a row.
Lucho Medina is recognized as the best Chilean advertiser for the effectiveness of his campaigns, three Max Effie Awards, two consecutive golds in the Retail category and numerous international awards for creativity.
Lucho Medina
Lucho Medina
Luis Medina has been recognized two years in a row as one of the best advertising professionals in Chile, standing out as the best and most effective advertiser for campaigns that have won Effie Gold Awards in consecutive years in Retail, the most competitive category in the market. Today, Lucho Medina is considered one of the most effective marketing consultants in Chile. A specialist in SEO (Search Engine Optimization), Medina asserts that the only way to achieve effectiveness while maximizing a communication budget is by considering a precise, systemic approach to communication strategies. "It is divergent thinking with focus that ultimately converges in the achievement of the desired objectives."
Lucho Medina
Luis Alberto Medina, known in the advertising world as Lucho Medina, is recognized as one of Chile's top advertising professionals for the effectiveness of his campaigns. He has won three Max Effie Awards for advertising effectiveness and, to date, is the only advertising professional with two consecutive gold awards in the Retail category, the most competitive category. He has also received numerous national and international accolades for creativity. An advertising professional and communications specialist, he spent 15 years with the international holding company Omnicom as a Partner and General Creative Director at BBDO agencies, and later as a Founding Partner of the current DDB Chile. He is also the founder of Equis Publicidad, a purely Chilean, independent agency that for eight years distinguished itself by positioning national companies as leaders by developing their image and communication strategies from the ground up. He created the communication foundations, tones, and treatments for brands such as EKONO, LIDER, HOMECENTER SODIMAC, TRICOT, SOMELA, SPLENDID, ANASAC, COPEVAL, Pollos KING, and BENEO Chile. In all cases, he worked or continues to work directly with the CEOs of these companies. He was recognized two years in a row as "Best Chilean Creative." He is a Professor of Undergraduate and Thesis Projects in Advertising and Social Communication at the prestigious "Mónica Herrera School of Communications" in Santiago, Chile. He works in photography and film direction, and has also composed music for several of his creative pieces. Lucho Medina stands out as one of the advertising creatives who has received the most advertising awards in Chile and the advertising professional who has positioned the most companies as leading brands in Chile. These include: Homecenter, Ekono, LIDER, Somela, Tricot, Pollos KING, Splendid, Impeke, and in agriculture alone: Anasac, Copeval, and Beneo Chile. For this reason, he is recognized as the most effective advertising professional for his communication strategies in Chilean agriculture.
He has been invited abroad on numerous occasions to serve as a judge and speaker at Creativity and Marketing Strategy competitions. He has received significant national and international recognition for his work as a Creative and for the effectiveness of his campaigns. After being recognized as Best Creative for two consecutive years (1999 and 2000), he won three Max Effie Awards for advertising effectiveness in the Retail and Institutional Campaigns categories, the most competitive in the market. As a producer, he has received awards for advertising photography and music. As a Communications professional, he has participated at the management level in Presidential and Public Service Campaigns. He specialized in SEO (Search Engine Optimization) in Buenos Aires, Argentina. He studied Semiology and Aesthetics at the Parsons School of Art & Design in the Interín program at Altos de Chavón, Dominican Republic. In Communications, he laid the communication foundations for Coaniquem, the "Junto al Barrio" Foundation, and "Fe y Alegría" Chile. Founded at the end of 2018, ProChiloe Consulting.
Back in 1989, Luis Alberto Medina was recognized with the "Best Advertising Copy" award. Today, this ad is enshrined in the history of Chilean advertising and serves as an example of the powerful ability of text to capture attention and achieve advertising objectives. The Chilean print advertisement with the most Google views (https://www.achap.cl/historia-de-la-achap/#iLightbox[gallery-4]/2 ) is also considered one of the simplest ads ever created, and it sold out its entire line of advertised shirts on the day of its release. Surprisingly, many people gave the shirts to their fathers along with a clipped copy of the ad. Throughout his career, Luis Medina has been recognized three times as "Best Advertising Creative of the Year," and to this day, he is the only Chilean creative to receive two Max Effie Awards Gold, the most prestigious international recognition for advertising effectiveness. Medina won them in the Retail category, the most competitive in the market.
The achievements in positioning and effectiveness of the campaigns carried out for ANASAC, COPEVAL and Beneo Chile have stood out and have definitely changed the advertising language of the agricultural sector.
