Everywhere I go, I bring with me the memories, experiences and connections I’ve made. Right now, I’ve brought them to Valencia for a digital nomad summer.
More than a change of scenery, it’s a reminder of why I do what I do.
I’ve spent the last decades building brands across the Americas, the Middle East, Southeast Asia and Europe, working with companies that needed to show up differently in markets that didn’t know them yet. Different languages, different cultural codes, different consumer instincts. The brief is always the same: make this mean something here.
Spanish-speaking markets are one of the most commercially underserved in global branding. 500 million people. Some of the fastest-growing consumer economies in the world. And most international brands still treat it as a translation job.
It’s not. It’s a creative strategy problem.
The best global creative work
Comes from having lived across enough markets to know what’s actually universal, and what isn’t.
Wherever I’m working from, work travels with me.
Diego Rodriguez Wikander
Founder and Creative Director, Main Division