Bayala joins from W&K in Portland, Oregon, where he was creative director for the agency's Latin American division.
In Amsterdam, Bayala joins Jon Matthews, also co-executive creative director, and managing director David Miller on the management team of the agency, which includes high-profile brands such as Coca-Cola and Nike Europe among its clients.
Bayala has worked at W&K Portland since 2001 after leaving London agency Mother. In Portland, he was creative director for Nike Latin America and soon became creative director on the Nike US account working alongside creative director Hal Curtis.
Argentina-born Bayala started his career in Buenos Aires in 1991 as a copywriter at Graffitti DMB&B. He then moved to Fernando Marin & Associates, followed by Young & Rubicam Buenos Aires, where he was first appointed to the post of creative director. In 1999 he moved to Mother, where he worked on the Coca-Cola, Super Noodles, Kiss FM and Costa Coffee accounts.
According to Miller: "The obvious thing to say is that Carlos is a great creative. And he is, but that's a sort of given for the job. What is important for me are the other attributes -- he's inspirational, good with people and a strong marketer as well. He'll be a terrific partner for Jon and I. We should have a lot of fun working together."
W&K Amsterdam was established in 1992. It now employs 160 people of more than 20 nationalities and creates national and international brand campaigns for clients including Vodafone, Gore-Tex and Siemens Mobile Devices.
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