DAVID New York has appointed Alvaro Soto as Executive Creative Director, adding the veteran creative to the agency’s growing U.S. leadership team.
Soto will report to North America Chief Creative Officer Daniel Lobatón and help lead creative across DAVID’s North American client roster.
He joins the agency after more than five years at Grey New York, where he served as Global Group Creative Director on Corona and Budweiser and previously led teams working across Pringles, Modelo and P&G in the U.S. market.
Before Grey, Soto held roles at Anomaly New York and INNOCEAN Los Angeles after beginning his career at McCann Lima and TBWA Lima.
Over more than 16 years in the industry, Soto has built a body of work centered on culturally resonant ideas, integrated campaigns and brand storytelling across North America and Latin America.
Most recently, he led Corona’s “Lime Guides,” which used food-safe laser technology to etch cutting guides directly onto limes, turning one of the brand’s most recognizable rituals into a functional piece of product design.
He also worked on Corona Cero’s “For Every Golden Moment,” a global campaign tied to the Milano Cortina 2026 Winter Olympics that extended the brand beyond its traditional beach setting and into winter sports.
“Alvaro stepped into the office and immediately became essential to DAVID,” Lobatón noted. “From leading teams to get to better, sharper, more insightful work to taking some of our internal ways of working and identifying how to help us build an even faster rocket ship as it takes off. And it’s only been a week. Very excited for all the amazing work he will lead.”
Soto’s other notable work includes P&G’s “Widen the Screen,” a platform designed to address representation and expand opportunities for Black filmmakers across entertainment and advertising, as well as Stella Artois’ “Claustrobar,” which celebrated the crowded-bar ritual of sacrificing personal space for a cold Stella.
His work has been recognized by Cannes Lions, D&AD, The One Show, the Clio Awards, Effie Awards, The ANDYs, London International Awards, AICP Awards and The Webby Awards.
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“I’ve admired DAVID’s work for a long time, so joining the team is a special moment for me,” Soto said. “I’m excited to collaborate with such talented people, build strong partnerships with our clients, and create work we’re all proud of.”
Founded in September 2022, DAVID New York has quickly become one of the network’s key offices in the U.S., leading AOR relationships with brands including Supercell, IKEA U.S. and Kimberly-Clark.
The office is coming off another strong showing at Cannes Lions, where it was named Entertainment Agency of the Year for the second consecutive year following its Grand Prix-winning “Copycats Welcome” campaign for Supercell’s Clash Royale.
DAVID New York earned six Lions in total in 2026, one Grand Prix, three Silver and two Bronze, for work spanning entertainment, gaming and culture.
Reel 360 News wishes Alvaro the best of luck at DAVID.
