Laia Abellán Ponce de León
- Creative Strategist, Facebook Dach, Germany
- Executive Jury
Brand strategist – driven by a curiosity for people and puzzles. Passionate about helping brands deliver better personal experiences and products that connect and grow at the speed of culture. Laia started her career as brand strategist at FCB Barcelona and has since worked for McCann-Erickson Madrid, Scholz&Friends Hamburg, Heimat Berlin and DDB / VOLTAGE Berlin, before changing to Facebook Creative Shop early in 2019. With 13 years of experience leading brands and teams through transformation and acceleration projects, Laia has led brand repositioning and modernization efforts for global players such as Coca-Cola, Ferrero, Siemens, Deutsche Telekom and lastly, for Volkswagen. As DDB Executive Strategy Director for Volkswagen, she was part of the team leading the Volkswagen New Brand Design and the Global Agency Pitch. Since joining Facebook, she has been dedicated to helping the car and fashion industry step up their digital game teaming up with clients and agencies to further evolve what creative on social media can deliver for them. Always on the lookout for better ways of connecting business and brand strategy, Laia holds an Executive MBA by ESADE and has been teaching and mentoring new talent at the Business School ESDEN.