wording
24/05/2022 · 18:09
(Updated: 05/29/2022 05:02)
Pablo Alzugaray, Founder and CEO of Shackleton, he will leave the agency that he launched together with Juan Nonzioli, and to which he has been linked for more than 18 years, next June, as he has been able to confirm Reason.Why. Likewise, he will leave his duties as Managing Director of Accenture Song, known as Accenture Interactive until last April.
“The Shackleton I would break my heart for no longer exists”
In statements to this medium, Pablo Alzugaray has commented that the movement responds to the recent changes events within the consultancy and its vision regarding the services offered by the agencies and the way in which they are integrated into the structure of the company. “Honestly, I have tried with all my might, and not only thinking of myself, but also of the team, but I cannot find a way to continue doing at Shackleton what I have done throughout my professional life.“, he assured. “The Shackleton I would break my heart for no longer exists and is not what I am leaving. I’m leaving something that may turn out to be great, but I don’t know how to see it”.
From Accenture Song they point out that Pablo has been a key person in the creativity and service that the company has been lending to its clients. “I wish you all the best in your personal and professional future.”, said Carmen López Muñoz Managing Director and head of Accenture Song in Spain, Portugal and Israel, in a statement. “In this new phase, the entire Shackleton team and the rest of Accenture Song professionals will continue to operate uniquely at the intersection of creativity, technology, intelligence and industry to help our clients reinvent meaningful connections and experiences. and satisfy the great demand of growth of the companies”.
Pablo Alzugaray has already laid the foundations for his next professional stage. This is Ernest -Shackleton’s first name-, a company through which he will channel his future projects.
More than three decades dedicated to advertising
Pablo Alzugaray has a solid international career in marketing, communication and advertising. He began his journey in the industry in 1987 as Project Leader in the direct marketing agency Di Paola & Associateswhere for three years he worked for brands such as American Express, Air France or Bank of Boston.
In 1990 he joined CP Proximity BBDO, where he held different positions of responsibility, such as General Manager or CEO in the last stage before his departure. Under his leadership, the company experienced notable growth in its business volume and received multiple awards and recognitions on the international circuit of festivals and events, such as Cannes Lions or Echo Latam.
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In 1996, to the responsibility of the position, he added the CEO of the BBDO Counterpoint Group, assuming the maximum responsibility of the company. Two years later he promoted the creation of the CP Data Optimum divisions, specialized in database marketing, and CP Interactive. Later, he was appointed to the Board of BBDO and in 2000, he co-founded Proximity Worldwide, worldwide network of BBDO agencies in 44 countries, where he occupies one of the four seats on the World Board and is appointed President for Ibero-America.
In January 2004, after leaving Contrapunto BBDO, Pablo Alzugaray launched the multidisciplinary creative agency Shackleton together with Juan Nonzioli, who currently works as General Creative Director. When the agency was acquired by Accenture Interactive in 2019, Alzugaray commented: “If we joined one of the traditional advertising holding companies, we would gain access to more than we already are. On the other hand, Accenture brings us a lot: advanced technology, applied intelligence, cognitive robotics, internet of things… All of this will take the strategic and creative capacity of our team to create brand experiences, to a dimension unknown in conventional advertising.”.
Alzugaray was President of the Advertising Academy between 2017 and July 2021
During his last stage as CEO of Shackleton, Alzugaray combined his functions with those of President of the Advertising Academy between 2017 and July of last year. Upon assuming his responsibilities, Pablo explained that one of his objectives was to abide by the principles of merit, integrity, generosity and exemplary character and “improve and stimulate the profession, understood in a broad way, with the recognition of those who best represent these principles”.
In September 2020, Pablo Alzugaray was recognized with the PEfficiency Award for Professional Career, awarded by the Efficiency Awards Jury Club. His ability to lead agencies was praised, as well as his adaptation to different disciplines, maintaining the relevance and constant commitment of his work during the more than 30 years he has been in the sector.
Pablo has also combined his advertising facet with solidarity. Alzugaray is also Co-Founder of the non-profit association ALEPH-TEA that seeks to improve the quality of life of people with ASD (autism) and that of their families.