Belén Arregui

I am Belén Arregui, an Ecuadorian art director who loves to write. I have always had this dilemma of having to define myself within one of the two spaces in advertising because either you are a copywriter or you are an art director. And I began to accept that I love both parts and that my brain sometimes sees the ideas in images and sometimes in words. So I started calling myself just creative without the limits put in our heads that creativity comes in only one way.
I love my career, but most of all, I love to think of purposeful solutions, solutions for real people in real brands.

I am the Founder of the "Círculo de Creativas Ecuador", which now has more than 100 creative women who fight for equal opportunities. That decision brought to my life an immense opportunity to meet and support the female talent of my country.

I was chosen by Cannes Lions "El Dorado" Edition to be part of the "See It Be It" 2021 program. My work has been recognized at Wina Festival, El Ojo de Iberoamérica, Cóndor de Oro, SME Digital, Caribbean Advertising Federation l ADDY Awards, Caracol de Plata, District ADDYs, and I plan to continue adding recognitions.

I have worked with brands such as Mall of the Emirates, Amnesty International, DIRECTV, The Coca-Cola Company, Nature's Garden, Aeronet, Ciclón, among other small brands and startups.