Pablo Rosas
Pablo has been growing in strategy roles at ad agencies for about 20 years – leading brand strategy for some of the world’s most iconic brands and being recognized with multiple awards and shortlists: Cannes Lions (Popeyes), D&AD (LYFT), Ad Age Best Launch of the Year (Popeyes), The Webby Awards (Ford), Wave Festival (Ford), WARC Awards for Effectiveness (Popeyes), HMC Strategic Excellence Awards (American Airlines, Ford). He has also had research on the science of attention published globally at WARC.
Pablo currently oversees all things strategy at ATTN:. Prior to joining ATTN: he was at GUT, where he started as Strategy Director – their first strategy hire for US and Canada - and grew to Group Strategy Director. During this time, GUT itself grew from 3 to 6 offices in Europe, North and South America, and became Best Indie Network at Cannes 2023.
He led strategy for Stella Artois global, Verizon Wireless, Vital Farms, and Sixt. And he also led strategy on Popeyes, the agency's largest AOR relationship, in addition to projects for Tim Hortons, Headspace, Lyft, WhatsApp, and Globant. Pablo played a key role in developing the strategy discipline as the agency grew, as well as managing and mentoring strategists of various levels - including a one-time strategy intern who within 2 years won a Grand Prix at Cannes. Pablo loves making thoughtful connections between strategic insights and creative thinking. He’s as comfortable with quantitative as he is with qualitative research, and enjoys the various aspects of the brand strategy craft - from getting scrappy to get the right insights, to working alongside creatives, to influencing CMOs. He’s also passionate about data, and the strategic consulting type roles he often plays – from leading custom segmentation projects, to brand portfolio strategy, to global brand positioning.
Prior to GUT, Pablo was at The Community, where he led strategy for Verizon Wireless and Corona. Throughout his career, he's led strategy for iconic brands at US, US Hispanic and Global levels across a wide range of categories, including automotive, airline, CPG, telecom, QSR, beer, tech, financial, and mass retail. Pablo is fluent in English, Portuguese and Spanish, holds a Business Degree, has sharpened Brand Strategy skills at VCU’s Brandcenter, and honed Future Leadership skills at Hyper Island.