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Ogilvy has named Guillermo Vega chief creative officer for North America, the agency confirmed to ADWEEK. Vega, who since 2022 has led creative for The Coca-Cola Company across the WPP Open X network, expands his remit to oversee creative vision and output across all of Ogilvy’s capabilities and clients in its largest region. He succeeds Rafa Rizuto, who is departing the agency after about 18 months in the role to pursue “a new opportunity that will be announced in the coming days,” according to Liz Taylor, Ogilvy’s global chief creative officer, in an internal note obtained by ADWEEK. “While we’re sad to see him go, we’re grateful for the impact he’s had during his time with us,” Taylor wrote. “Rafa is an extraordinary talent and human being.” A globally recognized creative leader and agency builder, Vega will lead work for brands including The Coca-Cola Company—which was named Cannes Lions Creative Brand of the Year in 2024—as well as Unilever and Mastercard. He will also continue to serve as the Ogilvy Group’s global creative network lead for WPP Open X, the bespoke agency team dedicated to Coca-Cola. According to Ogilvy’s statement, Vega will oversee a new creative studio aimed at accelerating the integration of agentic AI into concepting and production. “Creating brand impact today is about unleashing creativity at the intersections—of culture, technology, categories,” Vega said in a statement shared with ADWEEK. “I’ve seen it firsthand in the work we do for Coca-Cola, and I’m beyond inspired to bring those insights and approaches to all our clients here in North America, while continuing to deliver boundary-pushing brand experiences for TCCC. No one knows creative excellence better than Ogilvy, and I am excited to carry that legacy forward for and with our incredible talent.” Under Vega’s leadership, Coca-Cola rolled out “It’s Magic When the World Comes Together” for the 2024 Paris Olympics and Powerade’s “The Athlete’s Code,” a contractual provision allowing sponsored athletes to pause commitments to prioritize mental health. Before joining Ogilvy, Vega held senior creative roles at Saatchi & Saatchi London, 72andSunny New York, and Wieden+Kennedy São Paulo. Taylor described Vega as “a singular talent—a leader who embodies kindness and candor, champions brave ideas, and inspires teams to never stop learning,” adding, “We are thrilled to have him apply that experience to the work we do for our clients across this vital region in the network.”
