Currently Chief Strategy Officer of Publicis Groupe and Chief Executive Officer of Publicis New York, Carla Serrano adds now as well the role as President of Le Truc.
After graduating from McGill University with a BA in English and Psychology, Carla started her advertising career at Chiat/Day Toronto at a time when account planning was an emerging discipline in North America. She cut her teeth in the business working on iconic brands like Apple and Nissan. After four years, she moved to BBDO to work on PepsiCo brands just when the launch of Aquafina was taking place. It was one of the first mass bottled water brands in the US that discovered her love for NY.
In 1999, Carla Serrano joined TBWA Chiat/Day in NY as a senior planner working on global accounts like Cadbury and Absolut. This was also the time of the dotcom brand boom. For Carla, brands like Orbitz and Cosmos served to lay the foundation for her interest in defining strategies for early tech brands as well digitally-led experiences. At TBWA, Carla helped socialize and optimize their two network keystone disciplines: Disruption and Connection Planning.
After four years, she joined Berlin Cameron & Partners as planning director. There, she pitched and won many accounts like Samsung, Coca-Cola, Moet-Hennessy & Heineken. The agency was recognized as Adweek’s Agency of the year in 2004 after incredible new business wins and became known for culturally-igniting strategy and work.
Carla spent five years at Berlin Cameron rising to President of the NY office.
In 2009, Carla Serrano returned to TBWA Chiat/Day as Chief Strategy Officer. While there, she helped merge the classic skills of account planning, media arts and digital strategy to develop a truly integrated approach to help clients’ businesses. She also pitched and won global accounts such as Kraft and GSK.
Her growing interest in integrated business solutions led her to join Naked Communications, a strategic consultancy that specialized in consumer engagement and renegade creative processes. Carla reveled in the diverse types of projects Naked offered. While there, she helped Playboy reinvent their business, NBC Universal develop social content influencer process and launched new brands for Capital One, Mondelez and Novartis. After two years, Carla was promoted to CEO of North America.
advertising.
