Apellaniz will lead the new office alongside W+K Mexico’s Managing Director Pablo Arteaga, who most recently led IBM’s experience design practice called IBM iX in Mexico. In 2021, Arteaga co-founded a tech-focused M&A company called Pipeline Capital, which he will continue to be involved with as partner.
Prior to his role in the consulting space, Arteaga held multiple senior leadership positions at Publicis’ Leo Burnett Worldwide, BBH London, and BBH São Paulo. As CEO of Leo Burnett Mexico, Arteaga led the 2015 merger with a Mexico-based agency called Olabuenaga Chemistri, and worked with clients such as AB InBev, Procter & Gamble, General Motors, Kellogg and Samsung.
With the Mexico City office opening this month, the agency is solidifying its Latin America offering. “We’re treating it as these aren’t going to just be separate offices, they’re going to function together,” Arthur said. “Our clients don’t want to go from office to office and reinvent themselves all the time. They want to have relationships with Wieden+Kennedy globally.”
Around 30%-40% of the agency’s business is global, according to Arthur, who said global work has been a point of emphasis.
The agency’s biggest global clients include Ford, McDonald’s and AB InBev.
“We have a history of big creative ideas,” Arthur said. “Oftentimes those have come from North America, but now it’s coming from more places and we’ve got a lot of big work that comes from small offices and the more connected that our offices are, the better our work is getting.”