Diego Luque

Partner & CSO LatAm, The Picnic

placeBuenos Aires

Diego always loves to say that he began at 19 stacking cans at a supermarket. At the same time, he studied cinema and produced more than 30 short films at the beginning of the 90s, an experience that proved to be invaluable in the world of business where it is vital to manage people, problems, and results.

With that mix, he began to concrete a career linked to brand building, working in all aspects of the business, not just as a client in different sales and marketing positions, but also as a strategist in publicity agencies.

He has been lucky enough to have the opportunity of working with some of the biggest global brands, such as American Express, Coca Cola, Unilever, Toyota, Direct TV, IBM, SC Johnson, and Mondelez, among others.

Before joining with Alex Pallete and Fernando Vega Olmos to launch the Buenos Aires office, Diego was Director of Strategic Innovation at Ogilvy & Mather. He had formerly been in charge of communication at Nike for Cono Sur, leading some of the most significant initiatives for the brand in recent times. Previously he was Head of Planning at the former VegaOlmosPonce (now PonceBuenosAires) leading global and regional projects for diverse brands.

A little further back, Diego had been Marketing Manager at Levi’s for Latin America. And further still, Brand Manager at Renault Argentina.

Diego was chosen in 2014 as one of the 50 most innovative people in Argentina (Apertura magazine), in large part for the development of Ogilvy Finishers, the first startup program from a publicity agency in that part of the world.

He is an active founding partner at the Planning Association, APG Argentina, having been its president until December 2014, where he helped develop and disseminate the discipline. He is a member of the prestigious panel for Naves, the entrepreneurship centre at IAE Business School, and he usually invests in diverse technological startups.