How Ugo Ceria left their lane.
After studying sociology at the Sorbonne, Ugo Ceria moved into advertising strategy – and now leads Meta’s Creative Shop across Southern Europe.
Ugo Ceria started out studying people rather than brands.
At the Sorbonne, he trained in sociology – looking at how behaviour, culture and social context shape the way people think and act. It was an unconventional starting point for a career in advertising, but one that would prove surprisingly useful.
Ceria moved into the agency world, holding leadership and strategy roles at TBWA and Red Cell in Madrid and Paris before joining JWT, where he led the business in Spain and worked on strategy for global clients.
In 2017, he joined Facebook’s Creative Shop.
The role brought strategy, creativity and technology together. Rather than making campaigns itself, Creative Shop works alongside brands and agencies to understand how ideas need to change as audiences, platforms and behaviours change – from mobile-first storytelling to creators, AI and new forms of immersive media.
Today, Ceria leads the team across France, Iberia and Italy. His recent work has focused on the changing language of digital creativity – particularly the relationship between culture, creators, data and AI. He has argued for work that combines strong visual language and authenticity with a willingness to experiment, without losing what makes a brand recognisable in the first place. Engage
The platforms have changed dramatically since he entered advertising.
The question underneath them is much the same: how do people actually behave?
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