Planning Director, International Business Development
JWT Global Task Force
While still in college in Madrid, Alex Pallete took a job at Amiratti Puris Lintas in Spain and entered the world of advertising as an account executive/producer. He later joined Pool Communications, where he ventured into experiential marketing for key brands including Ikea and PepsiCo.
It wasn't long before Alex realized his true passion was account planning. He joined Delvico Bates in Madrid, where he developed strategic direction and helped shape communications for the likes of Mercedes-Benz, Telefonica, Cutty Sark and Ballantine's.
Alex then left his home city of Madrid, Spain and moved to the USA, where he joined Bates South in Miami to lead account planning for various pan-regional accounts, including BellSouth, ESPN, Time Inc., Jim Beam and the Wall Street Journal. Alex then moved to Buenos Aires to help reorganize the local Bates office. He succeeded in implementing planning and building an account planning department in a country where creative was the lead discipline.
In February of 2002, Alex moved to New York and joined The Vidal Partnership (TVP), where he built the account planning department and became one the most highly regarded pioneers of planning within the U.S. Hispanic advertising industry. He led planning for existing and new business on all of TVP's brands, including their award winning Heineken campaign, and helped lead the agency to record growth in billings and revenue. Since Alex arrived at TVP, the agency landed the business of major national brands such as Nissan North America, The Home Depot, Century 21, DirecTV, Sprint, and GAP's Old Navy. In 2002 and 2004 TVP was recognized as Multicultural Agency of the Year.
Alex's success at TVP and his influence in the U.S. Hispanic advertising industry drew recognition from Advertising Age in 2005, which named him as one of the ""Top 20 Professionals Under 40 to Watch"". In his spare time, Alex worked with the Association of Hispanic Advertising Agencies and initiated the launch of the first Hispanic Account Planning Awards in the U.S. which he designed, defined and founded and was nominated as the first president of this jury. During the same year Alex was invited to be part of the jury for the Effie Awards USA and was actively involved in two of the three judging phases.
In February of 2007, Alex moved back to Madrid to launch Lowe Latina (LOLA) as chief strategy officer. LOLA was born as the first creative community of Latin talent designed to develop brand strategy and communications for international brands on a global scale. Alex headed a comprehensive team of multicultural planners and led the strategy thinking for various global brands within the Unilever portfolio (ice cream, personal care and oral care brands) ...all assembled in the warmth and sun of Southern Europe.
After more than three years at LOLA, Alex decided to join JWT as Planning Director International Business Development, JWT Global Task Force. He becomes part of an internal unit that acts as a SWAT team deployed to help tackle issues or opportunities on existing or potential global clients within the network.
Alex is a contributing writer for key industry publications in the USA, Latin America, and of course, Spain.