Ciro Sarmiento
Chief Creative Officer
Colle McVoy
Colle McVoy Chief Creative Officer, Ciro Sarmiento, approaches work with wonderment. He interrogates the potential of an idea with the same stamina of a kid rattling of the iconic road trip query: “Are we there yet?!”
He pulled in Jason Kelce to prove once and for all that “you can put that $#!T on everything” when it comes to Frank’s RedHot—with Kelce sharing Frank’s famous Buffalo Chicken Dip recipe for pre-game sales, one shirt rip at a time. Kelce also put Frank’s on foods airing ads in the big game, brokering 35+ brand collabs over the course of game day. Ciro proves you can dominate Super Bowl share of voice and sales from the social sidelines.
- Engaging humans with creations that stir action, behavioral change and build brands has been a calling card of Ciro’s across his 20+ years of global expertise leading pioneering brands across CPG, beverage, telecom, entertainment, retail, automotive, QSR and hospitality categories:
- Cementing Cheetos’ commitment to Hispanic communities with the “Deja tu Huella” platform that’s been lifting up “those who leave their mark” by pushing boundaries through their individuality—since 2021.
- Orchestrating what USA Today called “new territory for Super Bowl ads,” in a 12-week sniff test of Downy Unstoppables that netted 22% sales increase + 9.1B impressions from 1,240 publications.
- Kickstarting post-pandemic summer with Bud Light’s stimulus package of free beer, sports tickets and more.
- Introducing a socially-awkward way to stamp out texting while driving? Check out Chevy’s designated texters initiative that was Ciro’s brainchild.
Ciro’s shaped his approach across leadership roles at Ogilvy, Weber, Saatchi & Saatchi and numerous boutique multicultural shops. Along the way he’s picked up honors and juror duties spanning Dubai LYNX, Cannes Lions, One Show, D&AD, Clios, North American + LATAM EFFIES, ADDYS, AIB MIXX USA, EL SOL, EL OJO, WAVE, CRESTA, FIAP, Radio Mercury and others.
He pulled in Jason Kelce to prove once and for all that “you can put that $#!T on everything” when it comes to Frank’s RedHot—with Kelce sharing Frank’s famous Buffalo Chicken Dip recipe for pre-game sales, one shirt rip at a time. Kelce also put Frank’s on foods airing ads in the big game, brokering 35+ brand collabs over the course of game day. Ciro proves you can dominate Super Bowl share of voice and sales from the social sidelines.
- Engaging humans with creations that stir action, behavioral change and build brands has been a calling card of Ciro’s across his 20+ years of global expertise leading pioneering brands across CPG, beverage, telecom, entertainment, retail, automotive, QSR and hospitality categories:
- Cementing Cheetos’ commitment to Hispanic communities with the “Deja tu Huella” platform that’s been lifting up “those who leave their mark” by pushing boundaries through their individuality—since 2021.
- Orchestrating what USA Today called “new territory for Super Bowl ads,” in a 12-week sniff test of Downy Unstoppables that netted 22% sales increase + 9.1B impressions from 1,240 publications.
- Kickstarting post-pandemic summer with Bud Light’s stimulus package of free beer, sports tickets and more.
- Introducing a socially-awkward way to stamp out texting while driving? Check out Chevy’s designated texters initiative that was Ciro’s brainchild.
Ciro’s shaped his approach across leadership roles at Ogilvy, Weber, Saatchi & Saatchi and numerous boutique multicultural shops. Along the way he’s picked up honors and juror duties spanning Dubai LYNX, Cannes Lions, One Show, D&AD, Clios, North American + LATAM EFFIES, ADDYS, AIB MIXX USA, EL SOL, EL OJO, WAVE, CRESTA, FIAP, Radio Mercury and others.