Hi, I’m Diego Gueler Montero — copywriter, CCO, and founder of Zurda, an independent agency born in April 2024 with a simple idea: create a place where creativity doesn’t need permission to exist. I launched it with my partner, Denise Orman, convinced that top-level work can be produced without sacrificing agility, rigor, or the joy of the process.

Before Zurda, I founded and led draftLine, AB InBev’s in-house agency in Argentina. We started from zero and ended up doing something unprecedented in the region: for the first time, an in-house agency working for a single client reached the top five in every major national and regional creativity and effectiveness ranking — competing head-to-head with long-established traditional agencies. It became a landmark case for the industry in Argentina and Latin America.

During those six years, draftLine was recognized as one of the top five most creative agencies in Ibero-America for two consecutive years at El Ojo, awarded Best In-House Agency in the World by The One Show, and ranked #2 Latin agency in the Effie Index. We collected more than 600 awards, including Cannes Lions, Clio, LIA, The One Show, and almost every regional festival. But beyond the metals, what stayed with me was seeing our team grow — watching talented people find their voice and chase genuinely bold ideas.

After that journey, I knew it was time to start again. That’s how Zurda was born. A name that’s also a statement: a different way of thinking, seeing, and moving through the world. It’s a tribute to the left-handed originals who shaped culture in a right-handed world — Maradona, Messi, Jimi Hendrix, Marie Curie. That spirit of originality, rebellion, and adaptation guides everything we do.

In less than a year, Zurda became one of Argentina’s most awarded agencies and the second-best independent agency in Ibero-America according to El Ojo. We’ve already picked up 8 Clios, and earned recognition at Cannes Lions and The One Show. Our team grew to 50 people in just over a year, and this year we opened Zurda México, working with Lala and Pepsico brands.

Today I’m lucky to collaborate with brands like Netflix, Pepsico, NotCo, Unilever, Tulipán, BBVA, OSDE, Fratelli Branca, and many others — all from Argentina, with a global mindset deeply connected to local culture.

Earlier in my career, I worked at Del Campo, Grey, R/GA, and BBDO. I was named Argentina’s Best Creative at El Ojo on four occasions and ranked among the top five creatives in the region in 2023. My work has been recognized with more than 900 awards, including 18 Cannes Lions — though I’ve always believed that the only achievements that matter are shared ones, built on trust, collaboration, and collective growth.

I’ve also served as Jury President at El Ojo de Iberoamérica, and as a jury member at LIA, Effie Latam, Effie Argentina, IAB, and the Círculo de Creativos Argentinos.