2026 Virtual Coaches
Lorena Pérez de León
Associate Creative Director
Ogilvy Mexico
Mexico City
Lorena is an Associate Creative Director at Ogilvy Mexico.
Her career in advertising began on a data analytics teams, working closely with strategy and social research, where she developed a strong foundation for insight-driven creativity. She later transitioned into copywriting, refining her craft through Mexico’s creative schools Flight Simulator and Creative Academy.
She re-entered the creative industry at Wunderman as a Creative Copywriter, eventually finding her path at Ogilvy. Throughout her career, Lorena has been recognized with several awards, including D&AD New Blood, Mad Stars Young Blood, Young Lions Mexico, and finalist projects at El Ojo de Iberoamérica (Students) and Cannes The Brief #4.
Her creative growth continued as a LIA Mentee, followed by her role within Ogilvy Mexico’s Creative Excellence Unit, where she has been continuously shaping and refining her creative judgment through constant training, collaborative exploration, and exposure to diverse creative approaches.
?Driven by curiosity and a persistent desire to understand the “how,” Lorena is particularly interested in the integration of storytelling across different formats, exploring how narratives can evolve beyond traditional structures. She is especially drawn to the logic of gaming storytelling - world-building, decision-making, and immersive narrative systems - and how these principles can be organically applied to brand experiences.
In a rapidly changing industry, she continues to expand her creative practice through AI prompting and generative intelligence, embracing continuous learning as a key tool to create relevant, dynamic, and future-facing ideas.
Her career in advertising began on a data analytics teams, working closely with strategy and social research, where she developed a strong foundation for insight-driven creativity. She later transitioned into copywriting, refining her craft through Mexico’s creative schools Flight Simulator and Creative Academy.
She re-entered the creative industry at Wunderman as a Creative Copywriter, eventually finding her path at Ogilvy. Throughout her career, Lorena has been recognized with several awards, including D&AD New Blood, Mad Stars Young Blood, Young Lions Mexico, and finalist projects at El Ojo de Iberoamérica (Students) and Cannes The Brief #4.
Her creative growth continued as a LIA Mentee, followed by her role within Ogilvy Mexico’s Creative Excellence Unit, where she has been continuously shaping and refining her creative judgment through constant training, collaborative exploration, and exposure to diverse creative approaches.
?Driven by curiosity and a persistent desire to understand the “how,” Lorena is particularly interested in the integration of storytelling across different formats, exploring how narratives can evolve beyond traditional structures. She is especially drawn to the logic of gaming storytelling - world-building, decision-making, and immersive narrative systems - and how these principles can be organically applied to brand experiences.
In a rapidly changing industry, she continues to expand her creative practice through AI prompting and generative intelligence, embracing continuous learning as a key tool to create relevant, dynamic, and future-facing ideas.
Comments
“When I was part of the LIAisons program, I took with me a new way of understanding what makes an idea truly great. And that has lived in my work ever since. This year, I am incredibly proud to have been invited to be a Coach for the Creative Liaisons of LIA 2026. I couldn't feel more honored to help new creatives find that perspective that changes the way we build creativity.”