Pablo Rosas of MEL: “We Are Building Brands That Shape Culture, Not Just Follow It”

MEL announces the appointment of Pablo Rosas as its new Head of Strategy, marking a significant step in the agency’s continued evolution and ambition to shape culture through impactful, creative work.

Rosas joins MEL driven by a desire to push the boundaries of what is possible in the industry. “MEL has what it takes to not just make ads, but add to culture,” he said. “We’ll be particularly attractive to clients who see an opportunity for their brands to contribute to and shape culture, not just ride it. That’s how the bigger brand moves are made today.”

He also highlighted the strength of MEL’s team as a key factor in his decision. The opportunity to collaborate with Luis Miguel for the first time, reunite with Michelle after many years, and rekindle a longstanding creative dynamic with Danny and Jenn contributed to what he describes as a “remarkable group.” Rosas added, “I feel honored and grateful that we get to do this together.”

With experience working alongside some of the world’s most iconic brands, Rosas brings a strategic perspective rooted in bold thinking and cultural relevance. He emphasized that MEL’s leadership already combines deep experience with creative ambition and a hands-on approach—qualities that enable meaningful, culture-shaping work.

“Each of us brings the lived experience of having seen what’s possible when you think big and inject a strategically playful attitude into the work we do for brands,” he explained. “I’ve seen iconic brands take intentional risks, act with agility, and get the returns. That gives you the confidence to push for bold approaches and the optimism to believe it can be done.”

Rosas sees strategy today as an evolving discipline that blends business understanding with creative and cultural sensibility—enhanced by a mindset rooted in curiosity and playfulness. In this context, artificial intelligence plays a transformative role.

“AI is an undeniably powerful tool for strategists,” he noted. “We now get to apply the same business understanding, creative and cultural sensibility, and playfulness—but in new ways.” Rosas has been an early adopter of AI-driven workflows, emphasizing experimentation and discovery as core to strategic excellence. “You’re constantly asking: what can we do now that we couldn’t before?”

He also underscored the coexistence of traditional and emerging methodologies, from in-person research to AI-powered synthetic audience insights. “We have more tools to play with. AI is an amplifier for strategists—we play the metaphorical guitar.”

In his new role, Rosas will focus on evolving MEL’s strategic practices, tools, frameworks, and shared language—both internally and with clients. Talent development and recruitment will also be key priorities, alongside increasing the agency’s visibility to attract like-minded clients.

“MEL has been on a strong growth trajectory, and there’s a sense that people are paying attention to what comes next,” he said. “It’s still a relatively young shop, which makes this an incredibly exciting moment.”

Above all, Rosas emphasized his commitment to the work itself: “I’ll be pushing with intentionality for work that is effective by truly adding to culture to earn attention. I don’t think there’s a version of attention that isn’t earned anymore—if there ever was. That challenge might be what excites me most, especially given the talent and potential I see at MEL.”