2025 Creative LIAisons Virtual Coaches
Carlos Baer
Executive Director, Integrated Content - EMEAVML EMEA
Madrid
Carlos Baer leads VML’s Integrated Content in the EMEA region as its Executive Director.
Creative turned animator, turned film director, turned Executive Director, Carlos’ work of over 20 years in the advertising industry has been recognised by every major creativity festival; from Cannes, to LIA, CLIO, and the One Show. In 2024, he was a LIA juror for the Direct and Integration categories.
Carlos was born in Brazil and now resides in Madrid; he has worked across three continents, currently overseeing content creation in more than 20 markets – showcasing his global outlook while valuing the importance of local knowledge and insight.
He’s led projects for the world’s biggest clients - Coca Cola, Amazon, Colgate, Ford - as well as very niche and unique projects including political campaigns, the launch of startups, development of a feature length documentary, and directing branded content filmed inside the Vatican.
That breadth of interests however is always anchored on the question of what’s the most stunning, engaging and effective way to land a message.
In his downtime Carlos is a soon-to-be dad, tech enthusiast, pilot and loves hitting the slopes on his snowboard.
Creative turned animator, turned film director, turned Executive Director, Carlos’ work of over 20 years in the advertising industry has been recognised by every major creativity festival; from Cannes, to LIA, CLIO, and the One Show. In 2024, he was a LIA juror for the Direct and Integration categories.
Carlos was born in Brazil and now resides in Madrid; he has worked across three continents, currently overseeing content creation in more than 20 markets – showcasing his global outlook while valuing the importance of local knowledge and insight.
He’s led projects for the world’s biggest clients - Coca Cola, Amazon, Colgate, Ford - as well as very niche and unique projects including political campaigns, the launch of startups, development of a feature length documentary, and directing branded content filmed inside the Vatican.
That breadth of interests however is always anchored on the question of what’s the most stunning, engaging and effective way to land a message.
In his downtime Carlos is a soon-to-be dad, tech enthusiast, pilot and loves hitting the slopes on his snowboard.