Based in Buenos Aires, Florencia is a PR and Creative Excellence professional with a career of more that 17 years in the Latin America advertising industry. From 2019 to 2025 as Chief Reputation Officer of Grey Latam, she has worked closely with the region CCO´s, overseeing the PR vision and strategy of the best ideas across Latam, boosting their organic PR potential from the beginning as member of the creative council. In the last years, she has developed the PR strategy for multi awarded creative ideas such as Sightwalks for Sol Cement at Grey Perú, Life Saving Stickers for Makro at Grey Colombia and The Postponed Day for LALCEC at Grey Argentina, a PR cored campaign that received golds at One Show, D&AD, 2 GP at CLIO and 4 Gold Cannes Lions.

From the beginning of 2025, she expanded her role to a global position as Global Creative Reputation Officer, working with the global team to to lead creative reputation strategies across all of Grey’s studios.