Ogilvy names Guillermo Vega as North America CCO

Coca-Cola creative leader expands role to oversee all clients across the region while continuing to helm WPP Open X network

by e4m Staff
Published: Oct 22, 2025 8:56 AM | 1 min read

Guillermo Vega joins Ogilvy as North America CCO

Guillermo Vega has been appointed Chief Creative Officer for North America at Ogilvy, succeeding Rafa Rizuto, who is leaving for a new opportunity.
Vega previously led creative efforts for The Coca-Cola Company within the WPP Open X network since 2022 and will now oversee Ogilvy's creative vision across all clients in the region.
In his new role, he will manage creative initiatives for major accounts, including The Coca-Cola Company, Unilever, and Mastercard, and will continue as the global creative network lead for WPP Open X.
Vega will also establish a new creative studio focused on integrating agentic AI into concept development and production, building on his experience from notable campaigns like Coca-Cola’s 2024 Paris Olympics activation.

Ogilvy has announced the appointment of Guillermo Vega as Chief Creative Officer for North America.

Vega, who has led creative work for The Coca-Cola Company across the WPP Open X network since 2022, will now oversee creative vision and output across all of Ogilvy's capabilities and clients in the region. The promotion comes as Rafa Rizuto steps down from the position after approximately 18 months to pursue a new opportunity, which is expected to be announced in the coming days.

In his enhanced role, Vega will spearhead creative initiatives for key accounts, including The Coca-Cola Company, named Cannes Lions Creative Brand of the Year in 2024, alongside Unilever and Mastercard. He will continue serving as the Ogilvy Group’s global creative network lead for WPP Open X, the specialized agency team supporting Coca-Cola. Additionally, Vega will oversee a new creative studio aimed at incorporating agentic AI into both concept development and production processes.

Vega has led notable campaigns, including Coca-Cola’s 2024 Paris Olympics activation and Powerade’s initiative enabling sponsored athletes to take breaks for mental health. His career spans senior creative positions at Saatchi & Saatchi London, 72andSunny New York, and Wieden+Kennedy São Paulo.