Effective January 1, 2017, Horacio was appointed as CEO of Ogilvy Latina, the regional network comprising more than 20 operations across Latin America. On the same date, he also became Global Brand Manager for the Coca-Cola account worldwide.
Horacio joined Ogilvy & Mather in 1993 in Argentina, his home country, as an Account Supervisor. He was soon promoted to Account Group Director where he oversaw clients such as Duracell, IBM, SmithKline-Beecham and Mercedes Benz.
After a three-year stint as Advertising Manager at Telecom Group, the largest cellular telephone company in Argentina, Horacio moved to media agency Carat as Regional Director for Latin America.
In 2004 Horacio returned to Ogilvy, in Mexico as VP of Client Services in charge of many important accounts such as American Express, Volvo, Coca Cola and Gillette. Horacio oversaw the launching of the famous global campaign "My Life, My Card" for American Express.
In 2006, he was appointed as Managing Director of the Ogilvy Miami, also taking over duties as Regional Account Director for American Express, Motorola, Kraft and Lenovo.
Horacio returned to Ogilvy Mexico in 2008 as Executive VP. In January, 2010, Horacio was named Chief Operating Officer (COO). In August of 2011, then-Worldwide CEO of Ogilvy & Mather Miles Young appointed Horacio as the CEO of the Ogilvy Group Mexico. In this role, Horacio led more than 300 employees in Mexico while maintaining his position as Ogilvy's Regional Director for Coca-Cola in Latin America, as well as Regional Director for Pfizer OTC.
Under Horacio's leadership, Ogilvy Mexico was been named Agency of the Year during three consecutive years (2009/2010/2011) by the Creative Circle of Mexico and won the Grand Prix awards at both the FIAP and San Sebastian Festivals. Ogilvy Mexico also was named The Agency of the Year at "El Ojo de Iberoamérica" in 2011.
Also in 2011, Ogilvy won the first Gold Lion for Mexico in the important Film category, bringing the agency a total of 29 Cannes Lions Awards, more than any other agency in Mexico.
Marketing and advertising magazine Merca2.0 named Ogilvy Mexico as The International Agency of the Year in 2011 and in 2014. Ogilvy Mexico has also has been the no. 1 agency in the national ranking of agencies produced by Merca2.0 for three consecutive years (2014, 2015, 2016) under Horacio's tenure.
Horacio has been recognized for four consecutive years (2012-2016) as one of the 300 Most Influential Leaders of Mexico by Líderes Mexicanos magazine, and he was also named one of the Top 100 Marketing and Advertising Leaders by Merca2.0.
In 2015, Horacio became President of the Executive Board of the AMAP (Mexican Association of Advertising Agencies) that groups 120 of the most important communication agencies in Mexico. In 2016, he acted as President of the EFFIE Awards Council.
Horacio has a degree in Advertising from the Universidad del Salvador in Buenos Aires and a Master's Degree in Integrated Communications from the Bonn University in Germany.