2021 Creative LIAisons Coaches

Pancho González

Chief Creative Officer
, Chile

Pancho González studied advertising at the Universidad de Santiago in Chile and is MBA at the Berlin School in Steinbeis University, Germany. He has worked in the best Chilean advertising agencies and currently is Chief Creative Officer at Inbrax Chile; Director & VP at IAB Chile and Past Director in Achap (Chilean Ad Association).

He has been a juror at major worldwide advertising festivals, including Cannes, Clio Awards, The New York Festivals, Art Director's Club, LIA, Mobius, Webby Awards, Ad Stars, PIAF Awards, Grand Jury at Cresta, FIAP, FICE, Effie Awards, Golden Awards of Montreaux, Cristal Festival, AdForum, El Ojo de Iberoamerica and Achap (Chile), among many others; and was the first Chilean to chair the jury of AME Awards in New York and teaching at Miami Ad School. He has been speaker in Costa Rica, Brazil, Argentina, Russia, Mexico, Germany, United States, Japan, Mexico, South Korea, Czech Republic and Chile.  

He has more than 170 national and international recognitions (Cannes, Art Director’s Club, New York Festivals, FIAP, Ojo de Iberoamerica, Effie, Grand Effie, Grand Prix FICE, Caples Awards, Young Guns, Epica Awards, Cristal Festival, Creativity, Young Creatives One Show, Cresta Awards, Graphis, PHNX AdForum, Eagle, AdStar, IAB, WINA Awards, Achap, Archive, The Indie Summit Awards, Creativepool, FICE (Grand Prix), Fepi, Eagle Awards, Summit Creative Awards (Best of show) and A’Design Awards, Never Zapping Festival). He has been recognized as one of the top 25 Worldwide CCOs and Worldwide Top 100 Influencers by Creativepool 2017-2018 (shortlisted 2019-2020), London; Adlatina ranked his agency Chilean Top Ten at Crema 2014; Top One Creative Director, Top 10 ECD and Top 10 Creative Agency at Bestadsontv.com 2017; Top one worldwide CCO jury at TheNextGag 2017; nominated MKTG BEST 2018 as Chief Creative Director in Chile; Chilean top 1 copywriter of the decade and Chilean top 2 agencies of the decade, both at Lüerzer’s Archive; and recently Agency of The Year at WINA Festival 2020 and Agency of The Year at TopFICE 2020. And recently among the 40 Over Forty 2020 list.

Mentor at Acción Emprendedora; Female Foundry; Mentor at Red de Mentores; MBA Professor at Universidad de Santiago de Chile; Presenter at IAB Chile Seminar “New Normal Digital” and CRECHI (Chilean Congress for Creativity); Host of podcast #IABDigitalTalks.

Throughout his career he has worked for local and global brands and is happily married and partnered with Carolina whom he has a son called Caetano.


"If we want to positively impact our creative society, those of us who are leading that creativity cannot stop thinking about the new generations of creatives and must dedicate part of our time to inspire or mentor new talents; it is part of our duty as leaders to train them to continue improving the messages we are delivering for the brands we work with."