New Leadership, Bold Vision: Founders’ Creative Heads on Shaping the Next Chapter

At a time of strategic expansion, Founders is reinforcing its team with the appointment of Miguel Cedeño as Creative Director, Maximiliano Sánchez Correa as Head of Craft, and Carolina Ochoa as Head of Social, to lead projects with regional scope from its Mexico office.

The agency, led by Tanya De Poli and Checha Agost Carreño, continues to consolidate its global presence by announcing new hires that strengthen its creative offering and enable the expansion of operations in key markets such as the United States, Mexico, Colombia, and Argentina.

De Poli, in her role as CEO and co-founder of Founders, explains that this move is strategic and responds to a pivotal moment: “While the global trend across many networks and traditional agencies is to downsize and pursue efficiencies, at Founders we are doubling down on top-tier talent.”

As Creative Director, Miguel Cedeño brings a track record that includes roles at TBWA, Grey, DDB, MullenLowe, and most recently GUT. He has earned multiple awards, including a Cannes Lions Grand Prix and a D&AD Black Pencil.

Speaking about his decision to join an independent agency, Cedeño highlighted the agility of the model: “What attracted me most was the vision of loosening up creative processes. At Founders, you feel freedom, accountability, and transparency; there are no rigid barriers between countries—if there’s a project, we come together wherever we are and make it happen.” His goal is clear: “To produce the best possible work for the industry, leveraging the incredible global brands we have in our portfolio.”

Meanwhile, Carolina Ochoa takes on the role of Head of Social following her time at Only If and Globant GUT. Her mission at Founders is to continue building a digital offering that combines strategic thinking with high-impact creative and cultural execution.

“What really drew me in was the ambition with which Founders is building its path in digital. I found an agency that shares my vision of creating meaningful work through social media, while continuing to invest in talent and people,” Ochoa said. Based in Mexico and working across the region, Carolina aims to evolve at the pace of the industry: “I’m also interested in driving processes, elevating the craft of the work, and supporting talent growth with an ambitious mindset.”

In the words of Agost Carreño—CEO and co-founder—“Caro joining as Head of Social is a game changer. At Founders, we always talk about ‘Cultural Hacking,’ and Caro will amplify that conversation within the digital ecosystem, ensuring our ideas don’t just live on platforms—they dominate them.”

Maximiliano Sánchez Correa joins the team as Head of Craft, bringing more than two decades of experience in creative direction and art direction. His career includes roles at top-tier agencies such as Ogilvy & Mather, Euro RSCG, and Havas, establishing him as a benchmark in execution and visual craft. His arrival reinforces Founders’ commitment to excellence in every piece it produces for its global clients.

“More to come”: the pace of new challenges

The arrival of Cedeño, Ochoa, and Sánchez Correa comes amid major new business wins for the agency. As part of this quarter’s breaking news, Founders announced it has been selected by Lofted Spirits, one of the largest Bourbon distilleries in the United States, to work on two of its flagship brands: Green River and Bardstown.

This announcement is followed by the start of its collaboration with World Sevens Football (W7F), a global women’s football tournament series. “In a year when football is at the center of culture, working with top professional clubs and contributing to women’s football is incredible,” the agency noted.

“We love saying that at Founders there’s always ‘more to come.’ There are many projects underway across different markets, and the entire team is focused on continuing to deliver outstanding ideas. In the coming weeks, we’ll be sharing more of the work we’re currently developing for globally recognized brands,” concluded Tanya and Checha.