MEL Announces Pablo Rosas as Head of Strategy

Independent creative agency MEL announces the appointment of Pablo Rosas as Head of Strategy. Rosas will oversee all of the agency’s strategic initiatives. He will be tasked with partnering with the leadership team to sharpen MEL’s position in the industry and scale growth as it moves into its third year.

With a decorated career leading global, US and US Hispanic brand strategy for some of the world’s most iconic brands, Rosas has developed strategy for work recognized at Cannes Lions, D&AD, Clio, The Webby Awards, and Ad Age Launch of the Year within some of the industry’s most ambitious creative cultures.

Prior to MEL, Rosas was Executive Director of Strategy at ATTN:, where he was responsible for all aspects of strategy process, insight tools and team development across accounts, including work for Amazon, Google and Meta. He also led proprietary research on the neuroscience of attention published globally by WARC, and the development of strategy-specific AI workflows in support of the indispensable humanity needed to make great work.

Previously, Rosas was Group Strategy Director at GUT, joining as its first full-time strategist for the US and Canada through its growth from 3 to 6 offices globally, and achieving Best Indie Network at Cannes 2023. He led strategy for brands including Popeyes, Stella Artois and Verizon Wireless, and projects for Headspace, Lyft and WhatsApp while playing a key role in shaping the strategy discipline as the agency scaled.

“Pablo is an incredible strategist, and an outstanding human. His long list of accolades serves as a testament to his steadfast commitment to creating exceptional work rooted in purpose. He’ll be a huge asset to the MEL team, and I look forward to seeing what we accomplish with his addition,” said Luis Miguel Messianu, Founder and CCO of MEL.

“My decision to join MEL came from the desire to keep pushing what’s possible in this industry. MEL has what it takes to not just make ads, but add to culture. I think we’ll be particularly attractive to clients who see their brand’s opportunity to contribute to and shape culture, not just ride it,” said Rosas.

Rosas is fluent in English, Portuguese, and Spanish, holds a business degree, honed his strategy chops at the VCU Brandcenter and leadership skills at Hyper Island.