• by Steve McClellan  @mp_mcclellan, February 11, 2016

Grupo Gallegos has appointed ad industry veteran Luis Camaño to lead its newly formed Brand Activation Group. 

Camaño joins Grupo Gallegos from Alcone Marketing, where he was chief creative officer. Camaño began his career with BBDO in Argentina and then New York, and also spent five years with Ingalls in Boston. 

“Our clients are searching for ways to engage customers with their brand in both the experiential and digital realms,” said Grupo Gallegos President and CEO John Gallegos.  

One of the agency’s clients, California Milk Processor Board, has signed up for services from the new activation unit. Known for its “Got milk?” (Toma Leche) campaign — CMPB is working with Grupo Gallegos to create a brand activation program to engage consumers at retail, experiential events and via digital and social channels to drive them to try new food pairings with milk. 

Commenting on the appointment, Gallegos stated: “Luis has tremendous experience leading creative teams using behavioral data from mobile, social and proximity marketing to create unique and engaging consumer experiences that drive sales. Combined with his exceptional track record as a creative lead in the retail advertising world, this will be of tremendous value to our clients.” 

Camaño will work alongside peers in the creative, strategic and account leadership disciplines to enhance existing activation projects and identify new client opportunities. According to the agency he will also help find ways to disrupt the retail environment, make experiential channels more measurable, and create new methods to activate consumers and brands. 

“So much of a modern brand’s success is tied to its ability to engage and delight consumers with creative experiences in the moment,” said Camaño. “I look forward to the challenge of growing the Brand Activation Group into a market leader.”