Montse DE ROJAS

What was your very first job?

My first job was at LEGO. I still remember how exciting was for me to travel to Barcelona with a team of merchandisers coming from Denmark to implement the Christmas shop window at El Corte Ingles.

Please describe, in your own words, what your job is and what work it entails. 

At Diageo, I lead the Zacapa brand globally. Driving it’s positioning the brand campaign and activations and creating a world of luxury experiences for the contemporary consumer.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

Since I was a kid I always found amazing the power of brands, packaging and advertising. I was always triggered to watch them, to look at them, to read them. I feel honored as during my working experience I have been exposed to fantastic brands and creative teams from different places around the world and I keep on discovering and developing my creativity every day.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

From everywhere. Specially people, places and new experiences

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

Clearly the Tanqueray No. TEN redesign. To me a piece of art that makes the liquid shine in a structure that brings to life the sophistication of the 1920’s.