I did a lot of things in my career.

I worked for McDonald's for the last 15 years and I wrote dozens of "McStories". Those warm, human, funny little everyday stories that are such a big part of McDonald's DNA.

I was a Regional and then a Global Executive Creative Director for the last 6 years. During my spell I helped our offices to make TBWA the most creatively awarded McDonald’s network agency.

I led creative task forces in Europe, LATAM, and the Middle East winning local and global pitches.

I trained our creatives, inspired clients, experienced different cultures, and worked on unique projects such as i'm lovin' it 24, a 24-hour marathon of 24 stunts in 24 cities across the globe.

But before all that I had the privilege to be appointed to turn around and rebuild 3 agencies in Portugal: Lintas, Leo Burnett, and TBWA (where I was President and Creative Director at the same time for 14 years). I saw those 3 agencies grow healthy and profitable, win major clients and flourish into award winning powerhouses.

Some of the work made then entered “social conversations” and became “part of pop culture” long before those words were Marketing slang.

Specially IKEA, which I launched and worked for more than 10 years. Together we made it one of the most exciting brands to work for in Portugal.

Apart from this glamorous Mad Man fairy tale, I also faced plenty of crises and small budgets, developing ideas that were bigger than their financial constraints.

I learned to love this profession by doing print and radio ads, enjoying the challenge of filling a blank page with something simple, clever, and beautiful.

I did all of this. And along the way I got my fair share of awards and recognitions, which is nice.

But what really excites me is what I'll be doing next.