Sergio García leads strategy at PS21, the first Spanish agency recognised in the Contagious Pioneers ranking and the most awarded for effectiveness in Spain since 2020. His work focuses on building distinctive strategic platforms that connect cultural tensions with commercial impact across local, European and global markets. He has led major international assignments for brands such as KFC and PepsiCo, including KFC’s turnaround strategy in Spain and the international launch of Doritos×Formula1. He also leads strategy for brands like Škoda, Decathlon and IKEA.

Sergio completed executive training at Berlin School of Creative Leadership, was named one of Spain’s Top 10 Most Valued Marketing Professionals and won the Under41 Effectiveness Award in 2025. His work has been recognised at Cannes Lions, Eficacia (Spain’s effectiveness award), Clio, OneShow and WARC Awards. As a partner at Jungle, PS21’s parent company, he has a strong belief in intuition, humour and sharp differentiation as effectiveness drivers.